Life, 1918-05-09 · page 2 of 40
Life — May 9, 1918 — page 2: what you’re looking at
What you’re looking at
This is a Red Cross fundraising advertisement disguised as editorial content in *Life* magazine. The central image shows a glowing cross illuminating various scenes of humanitarian aid—people receiving medical care, food, and assistance from vehicles marked with the Red Cross symbol. The accompanying text makes a specific claim: that every dollar donated to the Red Cross War Fund goes entirely to war relief, with membership fees covering administrative costs separately. It emphasizes that banking interest on funds has made available an additional dollar and two cents for relief per dollar contributed. The advertisement is placed by The Prudential Insurance Company, positioning itself as a trustworthy financial institution endorsing the Red Cross's financial integrity during what appears to be a World War-era fundraising campaign.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Do you realize that every cent of every dollar received for the Red Cross War Fund is spent for War Relief? Membership fees pay the general administration expenses of the Red Cross. The interest which accrues from the banking of funds actually has made available for War Relief one dollar and two cents for every dollar contributed. A Prudential Policy is an Ally that never breaks faith The Prudential Insurance Company of America Incorporated under the laws of the State of New Jersey HOME OFFICE, NEWARK. N. J. comicbook sod