Fred Morley :: The Milkman, October 10th 1940 (fox Photos) / src: Iconic Photos

“Morley, working for Fox Photos, knew that if he took the pictures of the destroyed homes, his photos would not be published. A lot of his earlier work had been censored. In front of a back drop of firefighters struggling to contain a fire, he had an idea. He borrowed the coat and milk carrier from a milkman and asked his assistant to walk across the bombed moonscape. London carries on, the stage photo proclaimed, and the censor waved the picture through.”

Keep Calm and Carry On, proclaimed the poster which was never used. Instead, various photos taken during the war, of ordinary people ‘carrying on’ conveyed the same message. [Quoted from source]