This poster has become immensely popular in the present global crisis.
Alain Samson, a social psychologist at the London School of Economics, says that in times of difficulty, "people are brought together by looking for common values or purposes, symbolised by the crown and the message of resilience. The words are also particularly positive, reassuring, in a period of uncertainty, anxiety, even perhaps of cynicism."
Dr Lesley Prince, who lectures in social psychology at Birmingham University, is blunter still. "It is a quiet, calm, authoritative, no-bullshit voice of reason," he says. "It's not about British stiff upper lip, really. The point is that people have been sold a lie since the 1970s. They were promised the earth and now they're worried about everything - their jobs, their homes, their bank, their money, their pension. This is saying, look, somebody out there knows what's going on, and it'll be all right".