Weekly journal-miner., 1915-04-07
ADVERTISING WAS
 SALVATION OF ENGLAND

vertise. Ask Lord Kitchener. Ask
 Winston Churchill Ask the Eng fish government. Not many weeks ago Kitchener was a conscriptionist
 He had the mans size job on his hands of getting together an army ten times larger than England had ever hoped or planned to have. It looked to him and many other Eng lishman as if the Kitchener army would, beyond certain point, have to be made up of drafted men.
 But all this time an influence was at work that Kitchener didn't know much about. Of war and armies and the task of ruling colonies no man knows more than Kitchener, but what Kitchener knew about advertising newspaper advertising or any other kind-was nothing. There was one man in England who knew as much about advertising as Kitchener did about armies and while Kitchener and his army council were worrying about conscription this man was patiently, scientifically and hopefully advertising. And this mans adver- Using has saved England from con scription.
 Saved England From Conscription.
 No Englishmen are to be forced in to the army; no men are to be drag gcd unwilling from their families. England will go through the war with the proud boast that every one of its army of millions is a willing volunteer. That is the outlook to- day. Kitchener is no longer a con scriptionist The voices of the dukes and lords who believed that the mass es ought to be forced to join the army have been silenced. And Eng land, thanks to one man, will have the glory of possessing an army of men who asked to be permitted to fight for it.
 This man is Hedley Le Bas. He's a psychologist of the masses. He knows how the public thinks, and what 1t wants, and what it will want. And always before the public knows these things itself. He has made fortune in a publishing concern by this talent and when this war started he knew that Englishmen wanted to fight for their country. His duty was to tell them they did. The war office knew Le Bas. One day war office official sai dto him on golf links:
 Say, you've got big business with many men working for you. What would you do if you wanted more men? How would you get them?"
 Get Men by Advertising.
 Easy" said Lc Bas. "I'd adver- tise, for them.'
 Well, the army needs thousand of men. Do your suppose you could get them by advertising?"
 Without a doubt" said Le Bas.
 Whereupon the war office gave Le Bas money and told him to go ahead That was just before the war broke.
 Le Bas was just about getting | started when the declaration of war same like a bolt out of the blue sky. | The need then became four millions. |
 How shall 1 tell England the army | wants men? What thought is big | enough and what words are strong enough to catch their attention?"
 The Call That Awoke England.
 The danger was that his first mes sage would be too weak He worked one whole night, writing down short phrases. By morning he had only .wenty. Then he spent the rest of he "A hours picking out the phrases hat were not good enough and throw ng them away. Finally there was only one phrase left. It read:
 Your King and Your
 Country Need You.
 The newspapers blazed forth that advertisement that night. They called lttention to the fact that this phrase vas to appear on posters and bill boards everywhere. The public read he newspapers and watched for the posters. The phrase hit the English mind exactly in the center. The even words became a watchcry.
 And then Le Bas set out on ter fife advertising campaign. He fol- owed English public opinion. He ,ept his nerves raw to English feel ng. Lord Roberts died at the front. Roberts Did His Duty, Do Yours"
 Lord Roberts did his duty, will -ou do yours?" was thundered in the newspapers and then from the bill ,oards. even while the public's atten- ion was fixed on the old hero's Ieath.
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