Today, we know that poster as a, well, poster, of quintessential Britishness. It is simply another of our twenty-first century truisms, not unlike checking oneself before wrecking oneself. Yet this phrase has a far darker history.
In 1940, war hysteria in the British Isles was at its zenith. To the surprise of everyone, Nazi forces had overcome the Maginot line and steamrolled into Paris. British expeditionary forces at Dunkirk had faced large casualties, and been forced to abandon most of their equipment during the hastily organized evacuation. In Great Britain itself, the Home Guard had been activated, and overeager ministers began arming them with pikes and other medieval weapons [10]. For many, a German invasion of the home isles was deemed imminent.
Impelled by public fear and worried politicians, the British government began drawing up its contingency plans for its last stand on the British Isles. Few military strategists honestly believed that the German invasion would materialize. Allied intelligence made it clear that the Germans did not possess an invasion fleet, nor the necessary manpower, support aircraft, and logistical capacity to sustain more than a few minor probing raids [5]. Then again, few had expected France to fall so quickly. And given the Nazi’s track record so far, no one was willing to take chances [3].
Signposts were removed across the country to confuse invading forces. Evacuation plans for key government officials and the royal family were drawn up. Potential landing sites for a seaborne invasion were identified, and marked for saturation with every chemical weapon in the British stockpile. So far the threat of mutually assured destruction has prevented the large scale use of chemical weapons as seen in WWI. However, if an invasion of the homelands had begun, all bets would be off. Anti-invasion plans call for the massive use of chemical weapons against invading forces, and both chemical and biological weapons against German cities, intended to depopulate and render much of Europe uninhabitable [4][7][8].
Strategists studying prior German attacks, in particular the combined arms shock tactics which allowed Nazi forces to overcome superior numbers and fortifications, become convinced that the successful defence of the realm is dependent on avoiding confusion and stampedes of refugees from the civilian population, as seen in France and the Low Countries. To this end, the Ministry of Information is tasked with suppressing panic and ensuring that civilians are compliant with government and military instructions. Official pamphlets reiterate that citizens must not evacuate unless and until instructed to do so.
IF THE GERMANS COME […] YOU MUST REMAIN WHERE YOU ARE. THE ORDER IS “STAY PUT”. […] BE READY TO HELP THE MILITARY IN ANY WAY. […] THINK BEFORE YOU ACT. BUT THINK ALWAYS OF YOUR COUNTRY BEFORE YOU THINK OF YOURSELF. [9]
Yet some remained worried that this message would get lost in the confusion on invasion day. People would be scared, and perhaps need to be reminded. “[T]he British public were suspicious of lofty sentiment and reasoned argument. […] Of necessity, the wording and design had to be simple, for prompt reproduction and quick absorption.”[1]. So plans were made to make sure that the message is unmistakable and omnipresent. Instead of a long, logical pamphlet, a simple, clear message in a visually distinctive manner. The message, a mere five words, captures the entire spirit of the British home front in a single poster.
KEEP CALM AND CARRY ON
The poster was never widely distributed during World War II. The Luftwaffe, believing that it was not making enough progress towards the total air supremacy that was deemed as crucial for any serious invasion, switched its strategy from targeting RAF assets, to terror bombing campaigns against British cities. Luckily for the British, who by their own assessment were two or three weeks of losses away from ceding air superiority [5], this strategy, though it inflicted more civilian casualties, eased pressure on the RAF and military infrastructure enough to recover. Moreover, as the British people began to adapt to “the Blitz”, allied resolve strengthened rather than shattered.
German invasion never materialized. And as air raids became more a fact of life, and hence less terrifying and disorienting to civilians, the need for a propaganda offensive to quell panic and confusion subsided. As the RAF recovered, and particularly as German offensive forces began to shift to the new Soviet front, fears of a British collapse subsided. Most of the prepared “Keep Calm” posters were gradually recycled as part of the paper shortage.
With perfect historical retrospect, it is easy to recognize the fact that a large scale German invasion and occupation of the British Isles would have been exceedingly unlikely, and victory against an entrenched and organized British resistance would have been nigh impossible. The British government was on point when it stated that the key to victory against an invasion was level-headedness. Given popular reaction to the rediscovered copies of the “Keep Calm” design, it also seems that they were on the mark there.
The poster and the phrase it immortalized have long since become decoupled from its historical context. Yet not, interestingly, the essence it sought to convey. It is telling that many of the new appropriations of the phrase, as seen by a targeted image search, have to do with zombies, or other staples of the post-apocalyptic genre. In its original design, the poster adorns places where anxiety is commonplace, such as workplaces and dorm rooms, and has become go-to advice for those under stressful situations.
This last week in particular has been something of a roller coaster for me. I feel characteristically anxious about the future, and yet at the same time lack sufficient information to make a workable action plan to see me through these troubling times. At a doctor’s appointment, I was asked what my plan was for the near future. With no other option, I picked a response which has served both myself and my forebears well during dark hours: Keep Calm and Carry On.
Works Consulted
1) “Undergraduate Dissertation – WWII Poster Designs, 1997.” Drbexl.co.uk. N.p., 23 Jan. 2016. Web. 11 May 2017. <http://drbexl.co.uk/1997/07/11/undergraduate-dissertation-1997/>.
2) “Dunkirk rescue is over – Churchill defiant.” BBC News. British Broadcasting Corporation, 04 June 1940. Web. 11 May 2017. <http://news.bbc.co.uk/onthisday/hi/dates/stories/june/4/newsid_3500000/3500865.stm>.
3) Inman, Richard. “Fighting for Britain.” Wolverhampton History – Wolverhampton History. Wolverhampton City Council, 13 Dec. 2005. Web. 11 May 2017. <http://www.wolverhamptonhistory.org.uk/people/at_war/ww2/fighting3>.
4) Bellamy, Christopher. “Sixty secret mustard gas sites uncovered.” The Independent. Independent Digital News and Media, 03 June 1996. Web. 11 May 2017. <http://www.independent.co.uk/news/sixty-secret-mustard-gas-sites-uncovered-1335343.html>.
5) “Invasion Imminent.” Invasion Imminent – Suffolk Anti-invasion defences. N.p., n.d. Web. 11 May 2017. <http://pillboxes-suffolk.webeden.co.uk/invasion-imminent/4553642028>.
6) “Large bomb found at ex-Navy base.” BBC News. British Broadcasting Corporation, 22 Apr. 2006. Web. 11 May 2017. <http://news.bbc.co.uk/2/hi/uk_news/england/hampshire/4934102.stm>.
7) Ministry of Information. CIVIL DEFENCE – BRITAIN’S WARTIME DEFENCES, 1940. Digital image. Imperial War Museums. n.d. Web. 11 May 2017. <http://www.iwm.org.uk/collections/item/object/205019014>.
8) “Living with anthrax island.” BBC News. British Broadcasting Corporation, 08 Nov. 2001. Web. 11 May 2017. <http://news.bbc.co.uk/2/hi/uk_news/1643031.stm>.
9) Ministry of Information. If the Invader Comes. 1940. Print.
10) RAMSEY, SYED. TOOLS OF WAR;HISTORY OF WEAPONS IN MEDIEVAL TIMES. N.p.: ALPHA EDITIONS., n.d. Print.