'The Empire Needs Men!' poster

The imagery and text of this British First World War poster indicate a parent-child relationship between Britain and its dominions. Australia, Canada, India and New Zealand are the 'Young Lions’ helping Britain the 'Old Lion' (even though India sent more men than all the other dominions combined).

First World War posters often used animal symbolism to convey their messages. The lion is one of the national symbols of the United Kingdom, supporting the British coat of arms. The artist Arthur Wardle designed this poster and was well-known for his paintings of animal subjects.

A large supply of this poster was printed by the New Zealand government and distributed throughout the country to encourage recruiting. It was also slightly reworked by the New Zealand Herald, demonstrating the flexibility of such propaganda.