History of Advertising Trust: O&M wartime book no 4

A file of newspaper adverts relating to the British government's publicity campaigns. Topics addressed in the adverts include the need to register for ration books; the need to save shipping space by avoiding the waste of food; and the importance of consuming nutritional foods, including carrots, potatoes, dried eggs, fish, and cheese. Other topics covered include the provision of nutritional foods and milk for children; the provision of National Milk Cocoa for young workers; the loaning of vehicles for the war effort; public transport provisions in London; and the issue of post-war bread shortages. Publicity campaigns represented in the file include the promotion of National Wheatmeal Bread; road safety campaigns to prevent deaths by motor vehicle drivers during the blackout; the Food Facts campaign, with seasonal recipes and advice for housewives on the stretching of rations; and the Dig for Victory campaign, which aimed to increase home food production.