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• World War II public relations campaign designed to inspire citizens to pay personal income taxes. • U.S. government officials used choice instead of coercion to inspire compliance. • Campaign used messages related to sacrifice and patriotism to encourage American citizens to pay their taxes as part of the war effort. This case study will show how U.S. Treasury Department (Treasury) and U.S. Office of War Information (OWI) officials used public relations strategies and techniques during World War II to ensure public acceptance of the installation of a personal income tax on most Americans, not just the wealthy. To prevent this change from appearing as coercion, U.S. government officials used sacrifice as an overriding message to help persuade Americans to join the taxpayer ranks. Patriotic Americans, the government told the public, would choose to do their part in the war effort by buying victory with their tax dollars. And, it was not just Uncle Sam saying this but popular entertainment figures ranging from singer Danny Kaye to animated character Donald Duck as well. [ABSTRACT FROM AUTHOR]

• World War II public relations campaign equated sexual health with patriotism in attempt to lower VD rates. • Anti-VD campaign designed to help improve industrial productivity. • Social reformers used public relations during wartime in a similar fashion to how government agencies used the function. Much of public relations historiography on World War II focuses on the government uses of the function. This study fills a gap in the literature by exploring how a non-governmental organization called the American Social Hygiene Association (ASHA) used persuasion communication efforts to enlist the aid of management, labor, and local communities in the United States in the control of venereal disease (VD) rates. The case study advances a more diverse understanding of how activists have utilized public relations and found that the social reformers' use of persuasive communications strategies and activities aligned with the view of public relations as the strategic and intentional participation in the social construction of meaning to achieve a planned outcome. [ABSTRACT FROM AUTHOR]