November 11, 2011 at 9:00 am
Buy Victory Bonds
As the First World War drew to a close, Torontonians raised millions of dollars in financial relief for the war effort.
By
Jamie Bradburn
City Hall - view from Bay Street just south of Queen Street - showing Victory Bond advertising, 1918. City of Toronto Archives, Fonds 200, Series 372, Subseries 41, Item 543.
100602 City Hall - view from Bay Street just south of Queen Street - showing Victory Bond advertising, 1918. City of Toronto Archives, Fonds 200, Series 372, Subseries 41, Item 543. 20111111cityhall https://torontoist.com/wp-content/uploads/2011/11/20111111cityhall-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111cityhall.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111cityhall.jpg 640 441 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111cityhall/ 20111111cityhall 0 0
City Hall – view from Bay Street just south of Queen Street – showing Victory Bond advertising, 1918. City of Toronto Archives, Fonds 200, Series 372, Subseries 41, Item 543.
100611 Source: the <i>Toronto Star</i>, October 22, 1918. 20111111whatares1022 https://torontoist.com/wp-content/uploads/2011/11/20111111whatares1022-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111whatares1022.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111whatares1022.jpg 640 1025 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111whatares1022/ 20111111whatares1022 0 0
Source: the Toronto Star , October 22, 1918.
100600 Source: the <i>Toronto World</i>, November 2, 1918. 20111111hunrunw1102 https://torontoist.com/wp-content/uploads/2011/11/20111111hunrunw1102-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111hunrunw1102.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111hunrunw1102.jpg 640 819 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111hunrunw1102/ 20111111hunrunw1102 0 0
Source: the Toronto World , November 2, 1918.
100613 Source: the <i>Telegram</i>, November 1, 1918. 20111111tiptopt1101 https://torontoist.com/wp-content/uploads/2011/11/20111111tiptopt1101-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111tiptopt1101.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111tiptopt1101.jpg 640 1092 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111tiptopt1101/ 20111111tiptopt1101 0 0
Source: the Telegram , November 1, 1918.
100604 Poster advertising Victory Loan drive, 1918. City of Toronto Archives, Fonds 1244, Item 739. 20111111flag https://torontoist.com/wp-content/uploads/2011/11/20111111flag-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111flag.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111flag.jpg 640 980 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111flag/ 20111111flag 0 0
Poster advertising Victory Loan drive, 1918. City of Toronto Archives, Fonds 1244, Item 739.
100610 Source: the <i>Toronto World</i>, November 7, 1918. 20111111tendollarw1107 https://torontoist.com/wp-content/uploads/2011/11/20111111tendollarw1107-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111tendollarw1107.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111tendollarw1107.jpg 640 1092 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111tendollarw1107/ 20111111tendollarw1107 0 0
Source: the Toronto World , November 7, 1918.
100608 Source: the <i>News</i>, November 7, 1918. 20111111mstoronton1107 https://torontoist.com/wp-content/uploads/2011/11/20111111mstoronton1107-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111mstoronton1107.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111mstoronton1107.jpg 640 758 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111mstoronton1107/ 20111111mstoronton1107 0 0
Source: the News , November 7, 1918.
100612 Source: the <i>Telegram</i>, November 9, 1918. 20111111daillardt1109 https://torontoist.com/wp-content/uploads/2011/11/20111111daillardt1109-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111daillardt1109.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111daillardt1109.jpg 640 771 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111daillardt1109/ 20111111daillardt1109 0 0
Source: the Telegram , November 9, 1918.
100607 Source: the <i>News</i>, November 4, 1918. 20111111shouldern1104 https://torontoist.com/wp-content/uploads/2011/11/20111111shouldern1104-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111shouldern1104.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111shouldern1104.jpg 640 752 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111shouldern1104/ 20111111shouldern1104 0 0
Source: the News , November 4, 1918.
100601 <i>Come On! Let's Finish the Job</i>, circa 1918, by Arthur Keelor. Archives of Ontario, I0016147. 20111111cmon https://torontoist.com/wp-content/uploads/2011/11/20111111cmon-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111cmon.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111cmon.jpg 640 961 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111cmon/ 20111111cmon 0 0
Come On! Let’s Finish the Job , circa 1918, by Arthur Keelor. Archives of Ontario, I0016147.
100605 Source: the <i>News</i>, November 13, 1918. 20111111iwilln1113 https://torontoist.com/wp-content/uploads/2011/11/20111111iwilln1113-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111iwilln1113.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111iwilln1113.jpg 640 739 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111iwilln1113/ 20111111iwilln1113 0 0
Source: the News , November 13, 1918.
100603 Source: the <i>Globe</i>, November 15, 1918. 20111111bringhomeg1115 https://torontoist.com/wp-content/uploads/2011/11/20111111bringhomeg1115-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111bringhomeg1115.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111bringhomeg1115.jpg 640 895 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111bringhomeg1115/ 20111111bringhomeg1115 0 0
Source: the Globe , November 15, 1918.
100609 Source: the <i>Toronto World</i>, November 9, 1918. 20111111whatsayw1109 https://torontoist.com/wp-content/uploads/2011/11/20111111whatsayw1109-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111whatsayw1109.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111whatsayw1109.jpg 640 1094 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111whatsayw1109/ 20111111whatsayw1109 0 0
Source: the Toronto World , November 9, 1918.
100606 Source: the <i>Globe</i>, November 16, 1918. 20111111lestweforgetg1116 https://torontoist.com/wp-content/uploads/2011/11/20111111lestweforgetg1116-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111lestweforgetg1116.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111lestweforgetg1116.jpg 640 815 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111lestweforgetg1116/ 20111111lestweforgetg1116 0 0
Source: the Globe , November 16, 1918.
War is costly. In addition to the horrifying human toll, conflicts rack up a financial bill that needs to be paid one way or another. As the First World War neared its end in the fall of 1918, Torontonians and fellow Canadians were urged to perform their patriotic duty during Canada’s second Victory Loan campaign (and fifth wartime fundraiser) to vanquish Kaiser Wilhelm II and his evil Huns and help smooth the transition to peacetime.
The local campaign was launched in Queen’s Park on October 27, 1918. The Sunday afternoon crowd, which was estimated at between 25,000 and 35,000, heard pitches delivered by Prime Minister Sir Robert Borden, Ontario Premier Sir William Hearst, and other officials. Out of the $500-million national fundraising target, Torontonians were given a goal of $80 million. According to federal President of the Privy Council Newton Rowell , “The Victory Loan affords the Canadian people an opportunity to show their appreciation of the great and unselfish service of our army during recent months, and their faith in the cause for which that army is so valiantly fighting; an opportunity to demonstrate to Germany and the world that Canada is in this war until Prussian military autocracy is completely overthrown and liberty and peace are assured to the freedom-loving people of the world.” To anyone having doubts about purchasing a bond, Borden reassured the crowd that they were “not asked to give. You are asked to lend, but to lend upon the security of your country and the world doesn’t offer any better today than the security which is given by this fair land of Canada.”
“Lend” was the buzzword of the campaign during its early days, and it was placed on banners adorning buildings, fire wagons, and streetcars. A sign placed in front of City Hall tracked Toronto’s progress in reaching its assigned goal. The city was divided into five districts to which 380 salesmen were dispatched to sell the bonds. As you will see in the gallery of Victory Bond advertisements, there was no soft-pedalling when it came to pushing the public to purchase—if you didn’t shell out for a bond, you shirked your duty to the British Empire and disrespected the bravery and sacrifice of Canadian soldiers. Daily updates in Toronto’s six daily newspapers urged readers to purchase more bonds not only to aid the cause but to beat Montreal in the race to win a flag awarded by the Governor-General to the city that sold the most.
The end of the war on November 11, 1918, gave the campaign a final boost. A Victory Loan parade scheduled for that afternoon turned into a mass celebration of the end of four years of conflict (and an event we will cover in tomorrow’s Historicist column). Images of the Kaiser disappeared from advertising as the focus switched to aiding soldiers who would soon be home and remembering those who wouldn’t return. When the numbers were tallied up after the last bond was sold on November 16, government officials smiled. Nearly $145 million worth of bonds were sold in Toronto, which beat Montreal by just over $1 million.
Additional material from the October 28, 1918 edition of the Globe.
100602 City Hall - view from Bay Street just south of Queen Street - showing Victory Bond advertising, 1918. City of Toronto Archives, Fonds 200, Series 372, Subseries 41, Item 543. 20111111cityhall https://torontoist.com/wp-content/uploads/2011/11/20111111cityhall-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111cityhall.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111cityhall.jpg 640 441 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111cityhall/ 20111111cityhall 0 0
City Hall – view from Bay Street just south of Queen Street – showing Victory Bond advertising, 1918. City of Toronto Archives, Fonds 200, Series 372, Subseries 41, Item 543.
100611 Source: the <i>Toronto Star</i>, October 22, 1918. 20111111whatares1022 https://torontoist.com/wp-content/uploads/2011/11/20111111whatares1022-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111whatares1022.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111whatares1022.jpg 640 1025 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111whatares1022/ 20111111whatares1022 0 0
Source: the Toronto Star , October 22, 1918.
100600 Source: the <i>Toronto World</i>, November 2, 1918. 20111111hunrunw1102 https://torontoist.com/wp-content/uploads/2011/11/20111111hunrunw1102-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111hunrunw1102.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111hunrunw1102.jpg 640 819 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111hunrunw1102/ 20111111hunrunw1102 0 0
Source: the Toronto World , November 2, 1918.
100613 Source: the <i>Telegram</i>, November 1, 1918. 20111111tiptopt1101 https://torontoist.com/wp-content/uploads/2011/11/20111111tiptopt1101-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111tiptopt1101.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111tiptopt1101.jpg 640 1092 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111tiptopt1101/ 20111111tiptopt1101 0 0
Source: the Telegram , November 1, 1918.
100604 Poster advertising Victory Loan drive, 1918. City of Toronto Archives, Fonds 1244, Item 739. 20111111flag https://torontoist.com/wp-content/uploads/2011/11/20111111flag-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111flag.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111flag.jpg 640 980 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111flag/ 20111111flag 0 0
Poster advertising Victory Loan drive, 1918. City of Toronto Archives, Fonds 1244, Item 739.
100610 Source: the <i>Toronto World</i>, November 7, 1918. 20111111tendollarw1107 https://torontoist.com/wp-content/uploads/2011/11/20111111tendollarw1107-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111tendollarw1107.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111tendollarw1107.jpg 640 1092 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111tendollarw1107/ 20111111tendollarw1107 0 0
Source: the Toronto World , November 7, 1918.
100608 Source: the <i>News</i>, November 7, 1918. 20111111mstoronton1107 https://torontoist.com/wp-content/uploads/2011/11/20111111mstoronton1107-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111mstoronton1107.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111mstoronton1107.jpg 640 758 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111mstoronton1107/ 20111111mstoronton1107 0 0
Source: the News , November 7, 1918.
100612 Source: the <i>Telegram</i>, November 9, 1918. 20111111daillardt1109 https://torontoist.com/wp-content/uploads/2011/11/20111111daillardt1109-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111daillardt1109.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111daillardt1109.jpg 640 771 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111daillardt1109/ 20111111daillardt1109 0 0
Source: the Telegram , November 9, 1918.
100607 Source: the <i>News</i>, November 4, 1918. 20111111shouldern1104 https://torontoist.com/wp-content/uploads/2011/11/20111111shouldern1104-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111shouldern1104.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111shouldern1104.jpg 640 752 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111shouldern1104/ 20111111shouldern1104 0 0
Source: the News , November 4, 1918.
100601 <i>Come On! Let's Finish the Job</i>, circa 1918, by Arthur Keelor. Archives of Ontario, I0016147. 20111111cmon https://torontoist.com/wp-content/uploads/2011/11/20111111cmon-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111cmon.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111cmon.jpg 640 961 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111cmon/ 20111111cmon 0 0
Come On! Let’s Finish the Job , circa 1918, by Arthur Keelor. Archives of Ontario, I0016147.
100605 Source: the <i>News</i>, November 13, 1918. 20111111iwilln1113 https://torontoist.com/wp-content/uploads/2011/11/20111111iwilln1113-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111iwilln1113.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111iwilln1113.jpg 640 739 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111iwilln1113/ 20111111iwilln1113 0 0
Source: the News , November 13, 1918.
100603 Source: the <i>Globe</i>, November 15, 1918. 20111111bringhomeg1115 https://torontoist.com/wp-content/uploads/2011/11/20111111bringhomeg1115-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111bringhomeg1115.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111bringhomeg1115.jpg 640 895 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111bringhomeg1115/ 20111111bringhomeg1115 0 0
Source: the Globe , November 15, 1918.
100609 Source: the <i>Toronto World</i>, November 9, 1918. 20111111whatsayw1109 https://torontoist.com/wp-content/uploads/2011/11/20111111whatsayw1109-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111whatsayw1109.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111whatsayw1109.jpg 640 1094 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111whatsayw1109/ 20111111whatsayw1109 0 0
Source: the Toronto World , November 9, 1918.
100606 Source: the <i>Globe</i>, November 16, 1918. 20111111lestweforgetg1116 https://torontoist.com/wp-content/uploads/2011/11/20111111lestweforgetg1116-100x100.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111lestweforgetg1116.jpg https://torontoist.com/wp-content/uploads/2011/11/20111111lestweforgetg1116.jpg 640 815 [] https://torontoist.com/2011/11/buy-victory-bonds/slide/20111111lestweforgetg1116/ 20111111lestweforgetg1116 0 0
Source: the Globe , November 16, 1918.