In the Spring of 1968 VISTA was given the opportunity to put recruiting posters on the sides of every U.S. Mail truck in Washington, D.C. Unfortunately, they had to be developed, approved, and printed within ten days. No time for photography or illustration. No production budget.

There are many ways to measure success. There is empirical data. Anecdotal information. On rare occasions, there is also the judgment of history. Rarely in the annals of advertising has a set of seemingly simple words captured people's imaginations sufficiently to span generations, transcend political persuasions, and become a part of the nation's culture.