Photo of footprint on moon with red text over it. Surrounding photo is red text and illustrations of stars over white background.

On December 1st, 1969, Esquire published an articled entitled, "The Challenge of the Seventies," in which they asked a number of "distinguished Americans" about what they thought our biggest challenges would be in the new decade. As the publisher's note pointed out, most wrote their responses shortly after the Apollo 11 trip to the moon, and consequently, the biggest theme among them is that of change and continued technological development. Long John Nebel predicted that by the end of the 1970's, there would be no more books or magazines because the broadcast industry will have made them obsolete. Several others pointed to the disillusionment that young Americans felt with the Vietnam War, sending a man to Mars, and the continued push for desegregation as America's next challenges. After the Apollo 11 successfully landed on the moon, many felt that the 1970's would be the test of whether the U.S. could continue to innovate or whether it would instead collapse into unrest. As Wernher Van Braun wrote, "We are the generation that will be remembered as having made the space beginning. All that is necessary now is the desire to continue."

White text with logo on navy blue background.

In 1976, presidential candidate Jimmy Carter conducted an interview with Playboy, an adult entertainment magazine. The interview went into his views of religion and world events going on at the time in the 1970's. President Carter was seen as a traditional evangelical, so this interview was shocking to many Americans.

Carter was a Member of the Georgia State Senate from the 14th district from 1963 to 1967, and the Governor of Georgia from 1971 to 1975. He became the 39th president of the United States of America in 1977.

Image of white A text in center with Earth and yellow face symbol on starry black background. White text on light blue circle surrounding.

The Apollo era exploration and decades of study of lunar samples laid a foundation of knowledge about Earth’s nearest neighbor and provided a cornerstone for planetary science. Apollo investigated the moon through its missions. From study of samples brought back to Earth by Apollo, scientists have used the data to construct much of the information we know about the moon such as size, age, and former life.

Image of skylab in front of a planet with sun in background. Text and illustrations are yellow on blue background.

Skylab I was a manned space mission that met with Skylab in orbit to make repairs and deploy a solar shield to cool the internal temperature of Skylab. After its launch on May 25, 1973, from the Kennedy Space Center, the mission succeeded. The crew, which consisted of commander Charles C. Conrad Jr., pilot Paul J. Weitz, and scientist Joseph Kerwin, was recovered on June 22, 1973, after traveling 11.5 million miles over the course of 28 days and 49 minutes.

White text in blue center circle with red text on white middle circle and blue outer circle attached to large bulldog clip.

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White text (I Am Loved) with yellow ribbon replacing the letter O on a camouflage background.

The yellow ribbon is a symbol that coincides with the military to “Support Our Troops.” Yellow ribbons appeared around trees during the Iran Hostage Crisis as a sign of unity in 1981. During the Gulf War, a ribbon would appear next to the phrase, “support our troops,” and from then on, the ribbon became a symbol associated with unity and the military.

The Helzberg Diamonds Foundation started an advertising campaign in 1967 when Barnett Helzberg Jr. proposed to his girlfriend Shirley Bush. He wanted her to know that she was loved, and decided to give away buttons reading “I am loved” in all of his stores. The buttons became popular across the country immediately. They were used by schools and religious groups and were sent to servicemen overseas. Foreign language and limited edition versions of the button were introduced. The buttons are still given away in Helzberg stores today with the tagline, “Buy her a diamond or give her a button, but in any case, tell her she’s loved.”

Each year, Helzberg releases a limited edition button whose design grows and changes to represent the "I Am Loved" message in profound and new ways.

White text (I Am Loved) with image of a heart, replacing the letter O, on a background with yellow, orange and green leaves.

The “I AM LOVED” button has been produced and disseminated by the Helzberg Diamond company since 1967. This ongoing promotional button campaign was inspired by Barnett Helzberg Jr. wanting to make people feel loved and appreciated. The company has run multiple ads with a quote attributed to Helzberg Jr. “Buy her a diamond or give her a button, but in any case, tell her she's loved.” The buttons have been produced with a number of changing backgrounds and decorations, often reflecting seasonal holidays. The fall leaves version of the button was produced in 2014 for Thanksgiving.

White text with image of sunshine replacing O on light blue background.

The “I Am Loved” sunshine is part of the 2012 promotion for Helzberg Diamonds. Helzberg first opened in 1915 in Kansas City, Kansas. In 1995, Helzberg Diamonds became a part of Berkshire Hathaway.

The Helzberg Diamonds Foundation started an advertising campaign in 1967 when Barnett Helzberg Jr. proposed to his girlfriend, Shirley Bush. He wanted her to know that she was loved, and decided to give away buttons reading ,“I am loved,” in all of his stores. The buttons became popular across the country immediately. They were used by schools and religious groups and were sent to servicemen overseas. Foreign language and limited edition versions of the button were introduced. The buttons are still given away in Helzberg stores today with the tagline, “Buy her a diamond or give her a button, but in any case, tell her she’s loved”.

Each year, Helzberg releases a limited edition button whose design grows and changes to represent the "I Am Loved" message in new ways.

Black text over yellow map of the United States on a light blue background with red square shapes in the corners.

Dial Guideposts for Inspiration Telephone Network, a telephone ministry, was a companion service to Guideposts Magazine, a monthly non-sectarian magazine, which was founded and was co-published by Dr. Norman Vincent Peale and Mrs. Ruth Stafford Peale. The telephone service was established by Dr. Peale in New York in 1966 and eventually expanded to different cities across the country. The service was free to callers who would hear the Peales’ voice giving a different devotion each day when they called the number. The messages’ topics would range from positive outlooks to biblical references, intended to bolster inspiration among callers. The messages lasted about two minutes and were available 24 hours a day. The telephone service continued until the 1990s, when it became a service for the deaf and hard of hearing.

Yellow watch face with black hands and black, white, and red abstract patterns. Black text with white and red logo. White border. When the button is moved, the alternate image is a yellow background with black text and a white border.

BORA BORA is a line of Swiss made SCUBA watches made by Swatch as part of the Swatch SCUBA watch line. The first BORA BORA came out in 1990 with the introduction of the 200-meter water-resistant Swatch SCUBA line. The BORA BORA, along with other models from Swatch, are credited with saving the Swiss watch industry and playing a key role in the renaissance of the dive watch as an everyday watch.