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The only surviving 'Lord Kitchener Wants You' First World War recruiting poster in public hands has sold for almost 30,000 pounds - a world record for a WWI poster.
The incredibly rare poster was responsible for the enlistment of millions of men and has since become one of the iconic images of the war.
But despite its success and popularity, it was not produced on the same scale as other recruiting posters - and only three originals survived.
The other two are in the Imperial War Museum in London and the National Gallery of Victoria in Melbourne, Australia, meaning this poster was the only one in the world that could be bought.
Experts had tipped it to fetch 15,000 pounds but were shocked when it went for almost double that, setting a new world record for the sale of a First World War poster.
It was snapped up by a London-based collector for 27,540 pounds in an online sale by Dorset-based auction house Onslows.