This poster campaign repurposes well known war-time posters to combat everyday sexism. The famous Uncle Sam "I Want You" poster, and other 20th century military recruitment posters, target a male audience by appealing to their masculinity. On the other hand, the famous "Rosie the Riveter" poster has become a symbol of women's empowerment. By blending the two, the poster subverts the traditional masculinity narrative of the recruitment poster to encourage a male audience to change everyday sexist behavior and be better feminist allies.

The poster was distributed around the University of Colorado Boulder campus in both high traffic areas, like the student union, and also in male-dominated spaces, like the men's locker room at the recreation center.