George Augustus Sutton

“ The advertising was intensely human, written to appeal not merely to business men but to the people at large. It reached its highest pitch of emotional appeal during the terrible spring of 1918 when the Germans, pushing far into the Allied lines, threatened Amiens, and the whole British nation hung breathless upon the march of events. During those dark weeks the War Bond advertising told, almost day by day, the story of England in terms of Belgium; pointing out the inevitable and hideous consequences of defeat, and urging the duty of supporting with money the brave men then fighting. ”

“ Not content with waiting in Trafalgar Square for subscriptions to come to them, two of these huge tanks snorted and puffed, day by day, through the streets of the city, calling at the offices of the leading insurance firms to collect applications for War Bonds. As a tank does not move swiftly it was necessary to limit this privilege of a “personal” call to firms desirous of investing £50,000 or over.
Government carrier-pigeons were also used, with great success from the point of view of publicity, to bring in applications from a distance to Trafalgar Square. ”

“ It was recognized that in order to sustain interest in War Bonds over a long period the steady appeal of the press advertising required reinforcing by periods of special activity. The necessary stimulus was obtained by the organization throughout the country of special “weeks” such as “Tank Weeks” — “Business Men's Week” — “War Weapons Weeks” — “Feed the Guns Weeks.” The main features of these were similar. They consisted essentially in the provision of some spectacular feature round which the appeal for subscriptions could centre. ”