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. It was Le Bas who created the phrase "Your King and Country Need You" that went echoing throughout the Kingdom and drew more men to the colours perhaps than any other plea of the war. When the Parliamentary Recruiting Committee became the Parliamentary War Savings Committee, Le Bas went with it. Its first job was to sell the Great War Loan. The Treasury officials wanted it done in the usual dignified British way. At the first meeting of the Committee, Le Bas objected to this procedure. Early the next morning he went around to the house of Reginald McKenna, Chancellor of the Exchequer. "The Chancellor is in his bath," said the footman who opened the door. "Then I'll wait until he can get a robe on," said Le Bas. Fifteen minutes later, the man who holds the British purse strings sat clad in a dressing gown and listened to the suggestion that revolutionised British methods of financial salesmanship. "If we want to sell the War Loan, Mr. Chancellor," said Sir Hedley, "we will have to advertise in a big way. It's a business proposition and we must adopt business methods." "It sounds interesting," said the Chancellor. "Come to my office at ten and we will talk it over." It was then 8:30 o'clock. By the time he met the Chancellor at the Treasury he had dictated the whole outline of the advertising campaign. The scheme was adopted: the Government spent fifty thousand pounds advertising the loan but it sold every penny of it.