An illustration of Benjamin Franklin on a black background with a bronze ring and text circling the illustration/background.
The War Savings Society (WSS) existed between 1917 and 1919 and was established to help the US with its WWI efforts. The WSS was "suggested" as part of the War Savings Stamp initiative and had three intended purposes. The first was to remind American citizens of their responsible to the nation. Next was to encourage frugality. The image of Benjamin Franklin was likely used because of his famous frugality. The final purpose was to permit the US government "large sums of money." An individual that joined a WSS was obligated to be frugal, to save, and to recruit new members. The US government thought that factories, mills, mines, schools, and shops provided the best environments for the societies, and it encouraged "healthy rivalry" between societies.
(Source: Treasury Department, National War-Savings Committee. United States Government War-Savings Stamps: Handbook for banking, educational, industrial and other interests. (W. S. 1917). Washington, DC: US Government Printing Office. Retrieved from https://ia600301.us.archive.org/27/items/unitedstatesgove00inunit/united...)