A History of the Ministry of Information, 1939-46
HOME INTELLIGENCE
APPENDIX
Summary of a Report by MASS OBSERVATION on the A.T.S. CAMPAIGN.
Secret for Internal Circulation only
This summary of Mass Observation's report has been prepared by Home Intelligence. The full report is a very long document; every effort has been made to preserve both the form and the content in this abbreviated version.
1. In studying the A.T.S. Campaign, it is important to remember that:
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Conditions for potential success and even potential desirability, vary greatly in different localities. In many places, a tradition of work for women exists. In others, all available women are needed for industry.
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The presence of large numbers of service men and women in particular areas is likely to produce a considerable effect on the public, either reinforcing or offsetting propaganda.
2. The study is based on detailed verbatim reports of the attitudes of 600 women, mainly in London and Coventry, but also in Worcester and Letchworth. In addition, a study of the attitude of serving men to serving women was made. It is stressed that the study is qualitative rather than quantitative.
3. The content of the advertising is considered to fall under the following heads:-
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A simple patriotic appeal.
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The appeal of helping to win the war.
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The appeal to women to release men for fighting (July and August, especially).
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A small volume of material aimed particularly at parents - especially Mothers.
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Frequent stress on interesting jobs and training facilities.
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Occasional appeals to girls on the grounds of intelligence.
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Discussions of nature of life and work in the A.T.S. - changing jobs within the service, jobs after the war, spare time and leisure, getting commissions, pay and allowances, uniform, make-up, care during illness etc.
During the campaign, there has been considerable unfavourable press material about the A.T.S. - one court-martial with A.T.S. women as witnesses, one court-martial of an A.T.S. woman, one sensational suicide etc.
4. SEEING A.T.S. ADVERTISING .
Over 9/10 of women studied had seen the A.T.S. Advertising. Those who had not seen it tended to be mainly women over about 30, and the better-off women.
The number seeing A.T.S. Advertising was as high in Coventry as in London.
5. READING A.T.S. ADVERTISING .
About 6/10 of women studied had read some kind of A.T.S. Advertising. Those who had not done so tended to be of the same types as those who had not seen it.
6. REMEMBERING A.T.S. ADVERTISING .
About 4/10 of women studied were able to remember at least one specific piece of A.T.S. Advertising. The figure was higher in London than in Coventry. By far the most frequently remembered single item was:-
Games's Poster of an A.T.S. Girl's head.
This was mentioned 5 times as often as the next most frequent item, which was:-
Head of a girl in civvies and a girl in uniform - “I wonder if they'll let me do my own job in the A.T.S.?” (September)
The ratio of praise to criticism of Game's A.T.S. Girl was 14 : 1. The small number against it were extremely vocal. The continuous studies of Mass Observation on Government Advertising suggest that no recent poster has aroused as much interest in the area in which it has been shown.
It is considered to have had special value in counteracting a most powerful deterrent to joining the A.T.S. - fear of loss of individuality, and over-uniformity. The poster which has replaced it goes to the other extreme, showing a typical and therefore ordinary A.T.S. woman against a long line of soldiers, the uniformity and regimentation being emphasised by the caption: “You are wanted too!”
A small number were critical of the attempt to “glamourise” - on the ground that it was deception.
7. LIKING THE A.T.S. ADVERTISING .
Most women definitely expressed approval, when asked for their comments. Approval was highest among young women and working-class women. A considerable minority disapprove or criticise. Some of the older women who approved mentioned its special attraction for young women.
8. DISLIKING THE A.T.S. ADVERTISING .
Criticism came particularly from upper and upper-middle class women; it is considerably higher in London than Coventry (probably partly because Londoners always tend to be more critical than the country as a whole), 2/10 of London women had some criticism, Apart from general criticisms, there were specific criticisms of:-
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Failure of an “inner” or heart-searching appeal to women.
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Appeals as such, when women who had registered had not been called up.
9. EFFECTS OF THE A.T.S. ADVERTISING
300 women were asked if they had ever thought of joining one of the Women's Services. Just under half said that at one time or another they had thought of doing so.
A very common feeling was that they ought to join. Approximately 1/3 made this remark a propos of the A.T.S. Advertising. This feeling is much commoner among younger than among older women, and among the poor than among the middle and upper classes. This feeling is obscured by a confusion about the importance of work already being done.
The gap between a feeling of duty and positive action is great. Only 1 out of the 600 women contacted had torn out the coupon. The lack of “individual approach” to those who do return coupons is criticised. The booklet sent is largely repetitive of existing advertising, and it is suggested that the hopeful attitude which the return of a coupon indicates should be fully exploited.
10. RESISTANCES TO WOMEN'S SERVICES .
The following “resistances” to joining the Women's Services were observed:-
(a) The great majority of women consider they are already doing important work - either paid, or looking after dependants. Of 200 London women, whose weekly duties were studied in detail, only 4 could be classed as “slackers”.
(b) There is considerable doubt as to how far registration commits one - some regard it as equivalent to conscription; others as a mere formality. Most are doubtful about the extent of existing compulsory powers. And most are also doubtful about what is, and what is not, essential work.
(c) There is a common feeling that when the Government really wants women, it will take them.
(d) Home ties are a most important element; whether simply a love of home, attachments to parents, husbands or fiancés, or the actual care of dependants, especially children.
(e) Personality Worries :-
i. Fear of uniformity and loss of individuality; in this respect, the uniformed services are contrasted unfavourably with munitions work.
ii. Fear of loss of freedom and of being tied for the duration.
iii. Fear of boredom, red tape, drill, barrack life and regimentation.
iv. Fear of lack of individual opportunity on this score, the A.T.S. suffer in comparison with the other services.
v. A small amount of dislike of working under either women officers, or men officers.
(f) ECONOMIC WORRIES are particularly important among upper and middle class women, at present earning good money, and among woman with dependants. The fear of lowering one's standard of living voluntarily is associated with a fear of not being able to get one's job back after the war.
There is considerable ignorance about the pay and emoluments in the women's services.
(g) The local work traditions of any particular area. If munitions are the main local tradition, the interest in other forms of national service will be correspondingly less.
11. RESISTANCES PECULAR TO THE A.T.S .
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The generally lower repute of the Army at present, as compared with the other two services.
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The feeling that the A.T.S. offers less opportunity and interest and more boring routine.
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The “alleged reputation” of the A.T.S. Allegations are also made about the W.A.A.F.S., but not about the W.R.N.S. Many girls feel they will “lose caste” by joining the A.T.S., and parents and fiancés exert pressure against the A.T.S. Soldiers in particular, are said to adopt a derogatory and “unhealthy” attitude towards the A.T.S.
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The A.T.S. uniform is thought to compare very unfavourably with that of the other Women's Services. In particular, the colour and cut of the uniform, and the colour of the stockings are criticised.
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Class-favouritism is alleged in the selection of officers; some officers are thought to be unpleasant or inefficient.
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The health and hygiene facilities are alleged to be less adequate than those of the other services; same is said of the food.
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Older women feel that the A.T.S. is more suitable for younger women.
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It is fairly commonly believed that pay and allowances are worse than in the other services.
12. KNOWLEDGE OF A.T.S. JOBS
Nearly ½ the women talked to said that if they had to go into the A.T.S. they would have some particular job in mind. The first four mentioned in order of preference were:-
Radiolocation
Driving
Cooking and canteen work
Secretarial and clerical work
It is pointed out that since A.T.S. interest is highest in the lowest economic groups, job preferences can to some extent be regarded as outlets for restricted ambition or as optimistic self-estimates.
13. POTENTIAL RECRUITS
It is pointed out that much of the A.T.S. Advertising is wasting itself on women who will never voluntarily join the A.T.S. The Advertisements have tended to stress youth and to depict middle-class women. The highest potential appears to be among the young, mainly of the lower social classes. The need for intelligent girls has been stressed, but they have tended to be the most critical of the advertising. It is suggested that an appeal to more intelligent girls will only be successful if the general reputation of the A.T.S. can be improved.
14. CONCLUSIONS
(a) The A.T.S. Campaign has been widely noticed and has aroused considerable interest. One particular poster (Games's) has been strikingly successful in these respects.
(b) On the other hand, the action resulting among the women themselves has been limited.
(c) Women “have not been awakened to the vital urgency of joining the A.T.S., nor to the implications of an inadequate A.T.S. force”.
(d) The resistances, both positive and negative, have been too strong for the “gentle and sometimes almost defensive propaganda used”.
(f) Success could only be achieved if:-
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The material resistances, such as uniform and arrangements for caring for dependants, can be dealt with. In particular, if it were possible for recruits to join units near their homes or families, this would be of the greatest assistance - especially in attracting “borderline” women.
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Doubtful points are clearly explained. e.g. difference between essential and unessential jobs; meaning of registration; care of health and hygiene.
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Specific appeals are directed to husbands, fiancés etc. as well as parents.
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The general reputation of the A.T.S. is built up.
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Individuality as opposed to uniformity is stressed, and the genuine openings for the intelligent are made clear.
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The facts of the situation are put across “much more roughly and firmly than hitherto”.
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It is of vital importance to improve the attitude of the soldiers themselves to the A.T.S., and in this connection it is suggested that the A.B.C.A. might be most helpful.
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The A.T.S. Campaign has already done something to raise the prestige of the A.T.S. in the public mind.
15. A NOTE ON SOLDIER'S ATTITUDES TO THE A.T.S .
This note is based on the observations and opinions of 30 male voluntary observers in the Army and R.A.F., in various parts of Great Britain.
1. Soldiers opinions about the A.T.S.
Generally speaking, the average soldier does not have a very high opinion of the average A.T.S. The dominant note of most comments is sex. Soldiers frequently greet the A.T.S. with ribald remarks. It is generally believed that the A.T.S. attracts a low type of girl, and coarsens those whom it does attract. The A.T.S. is thought to be bad for “weak types” because of the moral temptations, and for intelligent types because of “universal lowbrow attitude”.
Many soldiers, however, praise the A.T.S. for their alertness, vivacity and efficiency, and some confess to “a soft spot for them”. There is also a widespread feeling that they have a humanising or civilising effect on an all male community.
48 soldiers were asked what they thought of the A.T.S. Result:-
1/3 - “not bad, useful, all right”.
1/3 - “not much
1/3 - “immoral, lousy”.
It has been suggested in another report that a way of overcoming this uniformity might be to attach A.T.S. women to specific regiments and corps, with appropriate badges.
44 soldiers were asked whether they would like their wives to join the A.T.S. Only 2 said they would not mind. The rest were strongly opposed to it. The commonest reasons for this opposition were allegations of immorality and dislike of “breaking up the home”.
They were then asked what they felt about their wives joining one of the other services. About ¼ favoured the W.R.N.S., about 1/5 the V.A.D.S., and about 1/25 the W.A.A.F.S.
The A.T.S., on the whole, are thought to be bad and inefficient workers. They are thought to be unable to stand up to the type of work done by soldiers. It is thought that this opinion is in part due to the fact that soldiers dislike giving up the easier jobs to women. Some men recognise that the women are working really hard.
Many soldiers voice a specific dislike of seeing women in uniform, particularly Khaki uniform.
2. AIRMEN'S OPINIONS ABOUT THE W.A.A.F.S.
Airmen's opinions about the W.A.A.F.S. are similar to those of soldiers on the A.T.S., but couched in less derogatory tones.
There are fewer complaints about the low and coarse type of the girls, and it is held to be a good service for a “sensible well-balanced type”. Their humanising influence is again commented on.
Feeling about the W.A.A.F.S. as workers is as mixed as about the A.T.S.
3. THE BEHAVIOUR OF THE A.T.S.
Soldiers comment that A.T.S. girls are “sniffy towards the ranks”. A.T.S. girls, on the other hand, say that soldiers won't look at a khaki skirt when a brighter one is to be seen.
Many soldiers recognise their generally good behaviour, their patriotism, their good reaction to air-raids, and their tidiness.
In the presence of A.T.S., the rigours of military discipline are toned down, and N.C.Os have to “exercise tact rather than officiousness”.
4. DETAILED REASONS FOR SOLDIERS NOT WISHING THEIR WIVES OR GIRL-FRIENDS TO JOIN THE A.T.S.
Since the influence of the Army is now so widespread, the reasons why soldiers are opposed to their wives or girl-friends joining the A.T.S. are analysed in some detail:-
1. Some show a strong prejudice but can give no reason.
2. Many men dislike the idea of women in uniform.
3. Some think the A.T.S. will have a coarsening effect, or that their wives are too sensitive for such rough surroundings.
4. The life is too dull; there is so much regimentation and red tape.
5. The reputation for alleged immorality.
6. One member of the family in the forces is enough; the home must be preserved for leave periods and for after the war.
7. Preference for other women's services.
Those who would not mind their wives or girl-friends joining the A.T.S. say:-
1. They would be all right because of their strong characters.
2. They add provisos - provided she gets an interesting job, provided she could get nothing better.
3. A few mention the need to help the war effort.
2nd December 1941 .