Further development of it came at an assembly in London, England, in 1938.

During the 1938 London convention, at J. F. Rutherford’s suggestion, some information marchers carried very thought-provoking signs mounted on sticks. In part, A. D. Schroeder (who then had oversight of the Society’s branch office in England) tells us:

“. . . The next night Brother Knorr and I led the first spectacular parade that came to be about six miles long, with nearly a thousand brothers marching through the central business section of London. Every other marcher would carry the ‘Face the Facts’ placard [advertising the public talk to be given at Royal Albert Hall], while the next would carry the sign ‘RELIGION IS A SNARE AND A RACKET.’ My, what a spectacle that was that night!

“The next morning Brother Rutherford called me to his office for a report as to what happened. I reported that we aroused much attention, that many called out after us, ‘Communists.’ So he thought for a few minutes, doodling again with his pen. Another sheet was peeled off and given to me, reading: ‘SERVE GOD AND CHRIST THE KING.’ He asked me whether I thought putting such a slogan on a third sign might not neutralize that catcall reaction of the previous night. I said, ‘Yes.’ So, he instructed that this slogan be printed and used for the next parade two nights later. That we did, with fine results. Accordingly, in this way with the three signs alternated we conducted several remarkable parades before the dates of the assembly, September 9-11. Since the British government for years had denied us the use of the radio for our educational programs and announcements, this parade method proved most effective for notifying the public.”