Charity flag, flagday emblem

World War I charity lapel flag with fastening pin. Sold to raise funds for The Smokes for Wounded soldiers and Sailors Society the rectangular shaped lithographed paper emblem depicts a pipe smoking wounded servicemen giving the thumbs up sign with the caption 'Thumbs Up'. The soldier is depicted wearing the distinctive loose blue uniform worn by all disabled soldiers in public and in hospital, often referred to as Convalescent Blues. The emblem was purchased by Ernest King from a volunteer street collector on the society's flag day 18th July 1918.
Soldiers wearing 'Convalescent Blues' were a highly visible presence on London's streets during World War I and were often depicted on flagday emblems to encourage donations and patriotic support of the brave, injured 'Tommy'.
The Smokes for Wounded Soldiers and Sailors Society was established by Gertrude (Trudie), Lady Denman on the outbreak of war. The Charity’s committee included Field-Marshal Lord Grenfell, Admiral Lord Charles Beresford and the wives of leading admirals and general with Queen Alexandra as patron. Known as the ‘SSS’ the charity operated from Lady Denman’s home at 4 Buckingham Gate where the ballroom was converted into a tobacco and cigarette packing centre. The charity supplied service hospitals and hospital trains and ships with free tobacco and by 1917 had distributed 265 million cigarettes and other smoking materials to wounded servicemen.