Kitchener, a "figure of absolute will and power, an emblem of British masculinity", was a natural subject for Leete's artwork as his name was directly attached to the recruiting efforts and the newly-forming Kitchener's Army. Although David Allen were printers for the Parliamentary Recruiting Committee it was not an official publication, lacking design number and the PRC endorsement. In November David Allen and Sons printed the same Kitchener image with "your country needs you" on a recruitment poster below the allied flags alongside details of rates of pay and exhortations to join. In September a poster printed by Victoria House and credited to the London Opinion carried the image of Kitchener below "Britons" and above "Wants You" "Join your Country's Army! God, Save The King".
A similar poster used the words "YOUR COUNTRY NEEDS YOU".
It advertised these alongside other post cards from cartoons published in the London Opinion The Parliamentary Recruiting Committee obtained permission to use the design in poster form. In response to requests for reproductions, the magazine offered postcard-sized copies for sale - at 100 for 1s 4 d "post free". At the time, the magazine, which sold for one penny, had a circulation of around 300,000. ĥ September 1914 London Opinion magazine cover by LeeteĪlfred Leete, one of Caxton's illustrators, designed the now-famous image of Kitchener as the cover illustration for the 5 September 1914 issue of London Opinion, a popular weekly magazine, taking cues from Field's earlier recruiting advertisement. Eric Field designed a prototype full-page advertisement with the coat of arms of King George V and the phrase "Your King and Country Need You." Britain declared war on the German Empire on 4 August 1914 and the first run of the full-page advert ran the next day in those newspapers owned by Lord Northcliffe. Seely, then the Secretary of State for War, awarded Hedley Le Bas, Eric Field, and their Caxton Advertising Agency a contract to advertise for recruits in the major UK newspapers. As war loomed in late 1913, the number of advertising contracts expanded to include other firms. White & Sons in order to avoid paying the government rate to newspaper publishers. UK government advertisements for contract work were handled by His Majesty's Stationery Office, who passed this task onto the publishers of R. Before the outbreak of the First World War, recruiting posters had not been used in Britain on a regular basis since the Napoleonic Wars. See also: Conscription in the United Kingdom and Recruitment to the British Army during the First World Warīritish policy for a century had been that recruitment to the British armed forces was strictly volunteer.
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