I'm Backing Britain - The Campaign Snowballs

The Campaign Snowballs

Before the workers had a chance to work their first extra half-hour, their campaign had already begun "snowballing fast". Over the weekend of 30–31 December 1967, five other companies had already decided to follow their example, based in Portsmouth, Southend, Bicester and Manchester, and others were telephoning to show their interest. The Duke of Edinburgh sent a telegram describing the campaign as "the most heartening news I heard in 1967" and wishing it success. There was a full turnout at 8:30 AM on 1 January at the Surbiton offices, while Havant worked their extra half-hour at the end of the day. Working with the company's managing director, Alan O'Hea, the five secretaries began to think up a slogan; after rejecting "I'm Behind Britain" for having the wrong message, they settled on "I'm Backing Britain". O'Hea then ordered (from Norprint of Boston, who supplied them free) 100,000 badges featuring a Union Flag with their slogan written across the centre, and began writing to 30,000 employers to encourage them; the workers contacted leading political and industrial figures asking for suggestions as to how others could help.

Advertising agency DPBT bought a full-page advert in The Times of 3 January 1968 offering their spare time, free, to make commercials backing the campaign. All three political party leaders sent their support, and an all-party press conference promoted the campaign on 5 January. Not all companies joining the campaign did so by working extra unpaid hours: some cancelled projected price increases, and waived fees. The campaign extended to Wales where the Welsh language slogan was not a direct translation but instead "Rwy'n Bacio Cymru" ("I'm Backing Wales").