In the late summer and early autumn of 1914 the popular consensus was that the war would be over by Christmas. Thousands of young men rushed to enlist to get in on the action before it was too late.

But within weeks the reality began to dawn that a long-drawn-out and horrendous conflict with incredibly heavy casualties lay ahead and voluntary recruitment to the forces eased back, while the need for ever more troops increased.

There were advocates of conscription . One letter writer in The Luton News of October 15th, 1914, said he understood all employers would soon be required to fill in a form containing the names of all eligible young men in their employment who would then be required to report to their nearest recruiting station.

But conscription would not start to be introduced until January 1916. The military chose instead to play the honour card in a series of newspaper adverts. At first, as on September 17th, 1914, the advert amounted to simply informing men where they could enlist in the area - the Volunteer Club in Park Street, Luton, plus the addresses of the recruitment offices in Bedford, Biggleswade, Hertford, Hitchin, Huntingdon, St Albans and Watford. Then they became more pointed, such those published in the Luton News throughout December 1914. These in effect tried to shame patriotic men into enlisting.

The Peace Day rioters of July 1919, when Luton Town Hall was burned down, would have been unlikely to recognise the sentiments in the December 3rd, 1914, advert. It read: "After the war every man who has served will command his country's gratitude. He will be looked up to and respected because he answered his country's call. The regiments at the front are covering themselves in glory."

The December 10th advert listed soldiers who had won the Victoria Cross and said: "There is room for your name on this Roll of Honour".

By December 17th the accent was on men being included on their firm's Roll of Honour, "that mighty scroll which records the names of all who have rallied round the Flag". And it rather reassuringly said: "Ask your employer to keep your position open for you. Tell him that you going to the help of the Empire. Every patriotic employer is assisting his men to enlist, and he'll do the right thing by you. Tell him now - your King and Country want you."

The Christmas Eve advert was directed at employers, asking if every fit man under their control had been given every opportunity of enlisting, with the offer of keeping their jobs open, and if there were still any who ought to enlist. "...To end the war we must have more men. Your country will appreciate the help you give."