'Step Into Your Place' poster

This British First World War poster transforms a crowd of individual civilians into a marching column of identical troops. 'Step into your place' is a powerful invocation as the viewer is directed to join the end of the queue of volunteers. Different classes of society and occupation are portrayed (indicated by their headwear and dress), but their social differences are erased as they become part of the khaki-clad army.

This visual strategy was felt to be so effective that it was used in recruiting posters throughout the British Empire. This poster was displayed in New Zealand during the war because it spoke to individuals no matter where they were from. The poster conveys a sense of communal effort and of shared sacrifice in defence of a whole community and empire.