It caught the attention of Lord Kitchener who commissioned a new version based around the same idea but to feature himself. A month later this poster version appeared.
The illustration was by Alfred Lette with copy by Eric Field and the poster was distributed widely. It became the driving force in helping to bring millions of men into the Army.
All marched off singing and smiling excited at the prospect of defeating the Bosch. What they didn’t know was that they were going to a hell on earth. By 1918, 16 million of those young carefree volunteers ended up here, never to return to this green and pleasant land or their loved ones.