Charity flag, flagday emblem

World War I charity lapel flag with fastening pin. The lithographed paper emblem shaped to represent an egg decorated with a red, white and blue ribbon was sold to raise money for the 'National Egg collection' fund for wounded servicemen.
The charity, patronised by HM Queen Alexandra with headquarters at 154 Fleet Street was founded in August 1915.
The scheme encouraged poultry farmers and individuals who kept chickens to donate eggs that were then distributed to military hospitals both at home and in the field. In London, as few people kept chickens the charity sold flags, such as this to raise money to purchase additional eggs. This flag was purchased by Ernest King from one of the charity's London street collectors on 14th February 1917 during 'Children's Week' that aimed to collect 300,000 eggs. The charity was particularly popular with children who often wrote their names and addresses on the egg shells in the hope of receiving a letter from the soldiers.
By January 1918 the fund had sent over seven million eggs to hospitals at home and over 25 million to hospitals abroad.