It made economic sense for women to break out of traditional, narrow occupational choices – ‘men’s work’ tended to be better paid and was more likely to offer the chance to build a business. It was generally more prestigious, and in some cases allowed more independence, than equivalent ‘women’s work’. By the mid-1980s, when this poster was produced by the government's Employment and Vocational Guidance Service, the idea of girls doing anything had become widely accepted.
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