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Kohle ist Brot = coal is bread

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the government publicized bonds; huge fundraiser for the war; victory loans

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It features John Bull making an appeal to eligible men (usually between the ages of eighteen and forty-one) to join the war effort. The poster was produced in 1915, the year before Britain a conscription law.  Once compulsory service was in effect, eligible men were required to serve their country during the war.