The National Savings campaign was introduced in 1941. It was a legacy from the 1914-18 war and was intended to encourage small savers to invest their money with the Government for the war effort, rather than keeping it at home. Each year, a new campaign was launched, usually in the early spring, with leaflets, posters and photographs in the newspapers. This image of the Princesses purchasing the new £1 certificates was one of the earliest photographs released for the 1943 campaign.