Bell Telephone Company of Canada WWII Bookmark | Bilingual English & French | Wartime Paper Advertising

Issued during the Second World War by The Bell Telephone Company of Canada, this original bilingual paper bookmark encouraged subscribers to conserve telephone service by avoiding unnecessary calls during wartime. Printed in English on one side and French on the other, it reflects the increased demands placed on Canada's telephone network while serving as a practical advertising and public information piece.

The bookmark features an Art Deco-style illustration of an anthropomorphic telephone standing within the pages of an open directory beneath the slogan "Directory First is a Good Motto." The reverse carries the same design with French text, making it an attractive example of wartime bilingual Canadian printing.

The English side reads:

"War is loading Telephone lines. Please avoid unnecessary calls. Don't call 'Information,' unless you are sure the number is not in your directory."

The Bell Telephone Company of Canada logo appears at the bottom of both sides, reinforcing its wartime message of conserving telephone resources for essential communications.

The bookmark measures 5 5/8 inches by 2 3/8 inches.

Condition

The bookmark remains in very good condition. There are a few faint creases consistent with age and use and a tiny bit of paper loss on the English side. The colours remain bright, and both the English and French printing are clear and easily legible.

A well-preserved piece of Canadian wartime advertising and telecommunications ephemera - more than a bookmark, it illustrates how everyday civilian life was influenced by the demands of the Second World War…