Sailor Sam Goes To War

During the Second World War, even small badges could play a part in supporting those serving overseas.

These wonderfully characterful Sailor Sam badges were produced in Pretoria, South Africa, during the 1939–45 war and sold to raise money for comforts for service personnel.

There were two main versions: Sailor Sam and Officer Sam. With their broad smiles and jaunty uniforms, they’re cheerful little objects, but the money they raised had a practical purpose. It helped to provide knitted items like socks, scarves, gloves and balaclavas.

For the Christmas 1944 campaign, another badge was produced featuring the wife of General Jan Smuts. Around the portrait are the words “22nd Dec 1944 S.A. Gifts and Comforts”.

It makes for an interesting little group of wartime souvenirs. Unlike formal military badges, these were intended for the public to buy and wear, combining fundraising, patriotism and a touch of humour.

Today they are reminders of the enormous amount of voluntary work that took place away from the battlefield, and of how something as simple as buying a small badge could contribute towards keeping a serviceman warm thousands of miles away.

They are also exactly the sort of item that can make a miscellaneous badge collection fascinating. A smiling sailor or officer might look like little more than a novelty at first glance, until you discover the story behind it.