Summary
One of a series of postcards issued by the Commonwealth Immigration Office, during the early 1920s, to promote immigration to Australia for rural settlement. This postcard promotes the pastoral industry and the production of wool and frozen mutton for export. The scene depicts a flock of merino sheep between red gums in a bush landscape with semi-open paddocks and a belt of trees in the distance. The figure for wool exports refers to the official figures for Australian exports during the years 1917-21. The reverse side has a outline map of Australia with 'Kinsmen! We Welcome You' printed across it, together with population statistics and a reference to the Australian Pavilion at the British Empire Exhibition, which was held at Wembley, England, from April-October 1924.
The postcards were part of a promotional scheme, that also included advertising posters, introduced by the Commonwealth Immigration Office, after it assumed responsibility for the recruitment and transport of assisted immigrants to Australia from the individual State governments in 1921. The postcards portray rural activities, and feature positive propaganda style messages to entice intending migrants. The rural subject matter highlights the strong push for British rural workers and settlers during the 1920s as part of the Empire Settlement Scheme.
Physical Description
Postcard with black and white photograph of a rural scene published as a half-tone print with accompanying text on front and back of card.
Significance
This collection of postcards offers important insights into Australia's migration policies and promotional activities during the 1920s, a period when enticing British immigrants for agricultural settlement was a key priority, along with attracting farm labourers and domestic workers. Recruiting British migrants to Australia to settle on the land was an important Government strategy for Australian immigration schemes at this time, particularly with the launch of the Empire Settlement Scheme in 1922, which offered assistance and land packages to immigrants from the United Kingdom with varying degrees of success.
More Information
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Collecting Areas
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Acquisition Information
Purchase
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Issued By
Commonwealth Immigration Office, Melbourne, Greater Melbourne, Victoria, Australia, circa 1922
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Printer
Atlas Press Pty Ltd, Melbourne, Greater Melbourne, Victoria, Australia, by 1922
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Inscriptions
Caption on front of card: 'MUSTERING ON A SHEEP STATION. / AUSTRALIA'S CLIMATE IS EMINENTLY SUITED TO THE PRODUCTION OF/HIGH-CLASS WOOL, AS IT ALSO IS TO THAT OF MUTTON. / VALUE OF FROZEN MUTTON EXPORTED LAST YEAR .. ... £1,578,658 / VALUE OF WOOL EXPORTED FOR LAST FIVE YEARS .. .. £180,631,520' Footer: 'COMMONWEALTH IMMIGRATION OFFICE PHOTO' Reverse: 'Kinsmen! We Welcome You/Visit the Australian Pavilion at British Empire Exhibition at Wembley, and see what Australia and her resources are/PRINTED FOR COMMMONWEALTH IMMIGRATION OFFICE BY ATLAS PRESS PTY, LTD, MELB.'
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Classification
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Category
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Discipline
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Type of item
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Overall Dimensions
140 mm (Width), 90 mm (Height)
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References
The Brisbane Courier, 7 Nov 1922, p.8, 'Woollen Mills, Australia's Opportunity, [Link 1] viewed 23/9/2013.
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Keywords
Agriculture, Eucalypts, Exhibitions: British Empire Exhibition, Wembley, 1924, Farming Methods, Farms, Immigration, Meat Exports, Migration & Settlement, Promotional Materials, Pastoral Industry, Rural Life, Sheep, British Immigration, British Colonies, British Empire