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Radio 1 is promoting the arrival of its new breakfast show host Sara Cox with a six-sheet poster and bus-side campaign by Fallon McElligott.
The campaign is a parody of the award-winning "your country needs you" advertisement which was used to encourage young men to enlist as soldiers during the First World War.
Fallon's poster features a saluting Cox and the words "going to bed early for Britain". The idea is to play on the sacrifice that Cox -- who is well-known for enjoying the celebrity party …