Prior to the outbreak of the present war, Sir Hedley had been consulted by the then Minister of War as to the most advisable means of getting recruits.
"Why don't you advertise?" he asked.
"It's never been done before," replied the Minister.
"Then it's high time to begin," said the hard-headed Jerseyman.
His plan scarcely had time to be considered when the Great War broke. Sir Hedley was made a member of the Parliamentary Recruiting Committee and with Kitchener helped to face England's huge problem of raising a volunteer army. How was it to be done?
Hardly had the new War Chief warmed the chair in his office down in Whitehall, than Le Bas came to him with this suggestion: "The quickest way to raise the new army is to advertise for men."
Kitchener's huge bulk straightened: he looked surprised: the idea seemed unsoldierly, almost unpatriotic. But he knew Le Bas. After a moment's hesitancy:
"All right. Go ahead."
Under Le Bas was launched the publicity campaign which no man who visited England during its progress will ever forget. This galvanic publisher geared all the Forces of Print up to the idea of selling Military Service. Instead of books the Merchandise was Men.
The most lureful, colourful and effective posters that artist brain could possibly conceive flashed from every bill board in the Kingdom. No one could escape them.