This famous poster was designed by Alfred Leete (1882-1933), an English illustrator. It was originally done for the cover of a magazine, London Opinion, and the Parliamentary Recruiting Committee then adopted it to use as a recruiting poster, which was so popular that the design was used in many different versions.

Lord Kitchner was the most respected military man in England, long admired as one of the leaders of British expansionism and imperialism. He fought in several campaigns, held important administrative positions and eventually became secretary of state for war. He died in 1916 when H.M.S. Hampshire was sunk as it carried Kitchner to a meeting with the Czar and his Russian military leaders.