In the Sunshine of Security

This poster advertises mortgages available from The Woolwich Equitable Building Society and was produced in about 1935. During the 1930s, more British consumers began to buy their homes. This was because building societies such as Woolwich Equitable offered reduced mortgage interest rates and increased repayment periods, which made home-ownership possible for people with lower incomes for the first time. The illustration shows a mother holding her child aloft in a beam of ‘the sunshine of security.’ It presents home ownership as a safe family investment.