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Concept
Daddy, what did you do in the Great War?
Résumé
"Daddy, what did you do in the Great War?" was a British First World War recruitment poster by Savile Lumley, and first published in March 1915 by the Parliamentary Recruiting Committee. It was commissioned and submitted to the committee by Arthur Gunn, the director of the publishers Johnson Riddle and Company. The poster shows a daughter posing a question to her father: "Daddy, what did YOU do in the Great War?", depicting a future from the perspective of viewers in 1915. The message of the poster was inspired by Gunn's own feelings of guilt around not fighting in the war.
Unlike other recruitment posters of the time which focused on more direct calls to action, the poster used indirect messaging to persuade men to enlist in the army at a time when conscription was not yet a policy in Great Britain. Although the poster is now considered an icon of British history during the First World War, it was not one of the most circulated recruitment posters and there was some contemporary backlash to its message.
Recruitment for the First World War was different from prior wars, which had been fought by the regular professional army. At the outbreak of war, Britain did not have a policy of conscription. The Parliamentary Recruitment Committee, chaired by the Prime Minister, Herbert Asquith, organised an extensive official recruitment campaign to encourage men to enlist in the army.
The number of new recruits declined from November 1914 to September 1915 as the optimism initially felt during the early period of the war declined. The Parliamentary Recruitment Committee altered the approach taken by their posters, moving towards guilt and patriotism as motivators for men to enlist. There were 1.4 million new volunteers in 1915, up from 1 million in 1914, and approximately 30 per cent of military-aged men had volunteered for military service.
"Daddy, what did you do in the Great War?" was neither designed nor commissioned by the Parliamentary Recruitment Committee.
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