London, 1943. Twenty-five-year-old Emmy Lake is doing her part in the war effort by spearheading the hugely popular "Yours Cheerfully" advice column in Woman's Friend magazine. The postbags are full, Emmy's guidance offers much needed support to her readers, and Woman's Friend is thriving. Cheered on by her best friends Bunty and Thelma, and resolute in the absence of her husband who is fighting in the army, Emmy is dedicated to helping women face the increasing challenges brought about by over three years of war. But Emmy's world is turned upside down when glamorous socialite, the Honorable Cressida Porter, becomes the new publisher of the magazine, and wants to change everything about it. Aided by Mrs. Pye, a Paris-obsessed fashion editor with delusions of grandeur, and Small Winston, the grumpiest dog in London, Mrs. Porter fills the pages with expensive clothes and frivolous articles about her friends. Worst of all, she announces that she is cutting the advice column and leaving the readers to fend for themselves. Her vision for the publication's future is dreadful and Emmy is determined to fight back. Emmy and her friends must save the magazine they love, but when personal tragedy strikes, can they find a way to do so while juggling the very real implications of life in war-torn London?