During World War II, the Women Accepted for Volunteer Emergency Service (WAVES) played a crucial role in supporting the U.S. Navy. The success of this women's branch of the Naval Reserve hinged significantly on its recruitment efforts and the public image it projected. From its establishment in July 1942, the WAVES leadership meticulously crafted an advertising campaign designed to attract women while reassuring a conservative public about women's roles
in the military.
Advertising and Public Perception
The initial recruitment strategy for the WAVES involved assigning officers to recruiting stations in U.S. naval districts, later augmented by enlisted personnel trained as recruiters. The primary channels for publicity included radio, newspapers, posters, brochures, and personal contacts. The core message of their advertising campaign was patriotism and the urgent need for women to step into roles that would free up men for overseas combat duty. This focus aimed to appeal to a sense of national service and responsibility.
Mildred H. McAfee, the first director of the WAVES, was particularly insistent on maintaining "good taste" in all advertising. Her objective was to present the WAVES in a "ladylike fashion," ensuring that the recruitment messages would resonate positively with conservative parents, schools, and churches, as well as directly with potential young women recruits. This careful approach to public relations was vital in gaining acceptance and support for women serving in the military during a time of significant social change.
Eligibility and Demographics
The WAVES had specific eligibility criteria for both officers and enlisted women. Officer candidates, aged 20 to 49, were required to hold a college degree or have two years of college education combined with two years of equivalent professional or business experience. For enlisted personnel, the age range was 20 to 35, and they needed a high school or business diploma, or equivalent experience. U.S. citizenship was a universal requirement. These standards aimed to attract capable and educated women into the service.
Geographically, the WAVES drew recruits from every state in the country, though the largest numbers originated from New York, California, Pennsylvania, Illinois, Massachusetts, and Ohio. The organization was primarily composed of white, middle-class women. By the end of 1942, the WAVES had enlisted 770 officers and 3,109 women, a number that would grow substantially to over 86,000 by July 1945, demonstrating the effectiveness of their recruitment and the willingness of women to serve.
The Inclusion of African-American Women
Initially, the legislation establishing the WAVES did not explicitly address racial inclusion, leading to a policy that excluded African-American women. Secretary of the Navy Frank Knox was openly against their enlistment. However, following his death in April 1944, his successor, James V. Forrestal, initiated reforms to the Navy's racial policies. On July 28, 1944, Forrestal proposed integrating African-American women into the WAVES.
Despite initial considerations for segregated living quarters, President Franklin D. Roosevelt, influenced by political pressure and criticism regarding discrimination, ordered the Navy to accept African-American women into the WAVES on October 19, 1944. The first African-American WAVES officers, Lieutenant Harriet Ida Pickens and Ensign Frances Wills, were commissioned on December 21, 1944, with recruitment commencing the following week. The impracticality of segregated quarters, given the size of recruit companies and the number of African-American recruits, led Director McAfee to appeal to Forrestal, who subsequently dropped the segregation requirement. By July 1945, approximately 72 African-American WAVES had completed recruit training, marking a significant step towards greater inclusivity within the Naval Reserve, even though some restrictions on specialty assignments and living accommodations persisted on certain bases.
