Fallon adapts ’your country needs you’ posters for Radio 1

Radio 1 is promoting the arrival of its new breakfast show host Sara Cox with a six-sheet poster and bus-side campaign by Fallon McElligott.

Radio 1 is promoting the arrival of its new breakfast show host

Sara Cox with a six-sheet poster and bus-side campaign by Fallon

McElligott.



The campaign is a parody of the award-winning ’your country needs you’

advertisement which was used to encourage young men to enlist as

soldiers during the First World War.



Fallon’s poster features a saluting Cox and the words ’going to bed

early for Britain’. The idea is to play on the sacrifice that Cox - who

is well-known for enjoying the celebrity party circuit - will be making

in order to broadcast the breakfast show.



Chris Hirst, the account director on Radio 1 at Fallon , said: ’The work

is designed to both announce Sara’s arrival on the 3 April and capture

something of her personality.’



Under the show’s previous host, Zoe Ball, the Radio 1 breakfast audience

climbed to 7.25 million listeners.



The campaign was written and art directed by Ed Edwards and Dave

Masterman and designed by Adam Whitaker and James Townsend. Media is

through New PHD.