whole: the image occupies the whole. The title is integrated and positioned in the lower third, in white. The text is integrated and placed in the upper left, in red, in the lower left, in black, and across the bottom edge, in white. All set against a white background. image: a depiction of a female Auxiliary Fire Service driver, dressed in a dark blue uniform, sitting at the wheel of a black vehicle. text: AFS AFS ARP LCC WOMEN REQUIRED FOR MOTOR DRIVING AND TELEPHONIST DUTIES. APPLY ANY FIRE STATION COSMO CLARK
Contrary to British Government expectations, women’s unemployment actually increased during the first months of the Second World War and the expected movement of women into ‘essential work’ did not happen. In April 1941, the government was forced to introduce a registration scheme to move women into these jobs and in December the National Service (Number 2) Act was passed, under which single women aged 20 to 30 were conscripted into industry, the Armed Forces or Civil Defence. Cosmo Clark’s poster is directed to this group and portrays the work as professional, serious and glamorous.