The period immediately following the grand
finale of the Second World War found Britain exhausted and impoverished. In an
act of unprecedented social engineering, a mass re-energisation was planned,
including injecting everyone under the age of 50 with orange juice, and the
introduction of the ‘Doctor, Doctor’ joke as a national fillip.
But not all were convinced. Sir
Constant Payne, Minister of Labour, who coined the phrase ‘feed them sticks and
leave the carrots to their idiot dreams,’ took a dim of view of the project,
ridiculing it as ‘no better than putting the country to Nanny’s bosom to cork
its mewling’.
His idea was to bully the nation back
to its senses, and this was the first of 115 posters he commissioned from the
NOI. In his memoirs, No Book For Fools, he wrote
[T]he sight of Britain’s young men slouching like dead tramps in a canoe
was enough to make a chap want to take a ferula to their sit-upons. I resolved
to get the nation’s backs straight once more – even if I had to break them
myself.
Payne went on to present the Open
University’s first panel game, British
Foreign Policy 1381-1955: A Critical Study.
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