A 1914 recruitment poster depicting Lord Kitchener above the words "WANTS YOU" was the most famous image used in the British Army in the recruitment campaign of World War One. A similar poster used the words "YOUR COUNTRY NEEDS YOU" Over 3,000,000 men volunteered in the first two years of the war. Kitchener told Asquith that he expected the war to last at least three years with millions of casualties. He argued that the British Army must concentrate its efforts on the Western Front.

Many public institutions of all sorts also helped join the recruitment campaign one of these was the women’s suffrage movement. They became very enthusiastic patriots and asked members to give white feathers to men of military age who had no joined the army. The white feather was the sign of a coward, this struck down the pride of many young men.

With lacking numbers a Military Service Bill was introduced in January 1916 providing for the conscription of single men aged 18-41; in May conscription was extended to married men. The healthy manpower was simply not there — in 1917–18 only 36% of men examined were suitable for full military duties, and 40% were either totally unfit or were classified as unable to undergo physical exertion.

The government and army recruitment would encourage men to join up with friends or colleagues from their area, workplace, church or sports club; and the men would be told they would train and serve with these local comrades. The idea was that morale would thrive if men fought alongside people they knew and their friends. Lord Derby was one of the first to put the idea into effect, he mobilised enough men from Liverpool for form 4 Battalions of local men. Other areas were quick to follow this example. Many men began to feel pride towards their local community.

YES!!!! Between September 1914 and June 1916 local recruiters raised 643 battalions. In little more than a year over 2.5 million men had enlisted into the army.

After the Battle of the Somme there was a fear that whole communities were being lost in one swoop. This loss devastated people at home. The Government stopped using the Pals Battalions idea to recruit men.