Cyril P. Callister Cyril P. Callister Cyril Percy Callister (16 February 1893 – 5 October 1949) was an Australian chemist and food technologist who developed the Vegemite yeast spread. The son of a teacher and postmaster, and one of seven children, he attended the Ballarat School of Mines and later won a scholarship to the University of Melbourne. He gained a Bachelor of Science degree in 1914 and a Master of Science degree in 1917. In early 1915, Callister was employed by food manufacturer Lewis & Whitty, but later that year he enlisted in the Australian Imperial Force. After 53 days, however, he
Daddy, what did you do in the Great War? do in the Great War?" were not the only contributing factor to these recruitment figures, writing that recruiters "quickly decided that using the latest forms of mass advertising had a negative effect". The poster played on the guilt associated with not volunteering for wartime service. Karyn Burman writes that propaganda posters of the time "presented a carefully crafted image of manhood defining 'real' men as those who fought for their families, for King and Country." She cites this poster as an example of an image that was "designed to question a man's sense of self-worth". Daddy, what did you do