Bell and Saatchi and Saatchi produced memorable posters for the Conservatives, such as a picture of a British soldier's arms raised in surrender with the caption "Labour's Policy On Arms"—a reference to Labour's policy of unilateral nuclear disarmament. The first Conservative party political broadcast played on the theme of "Freedom" and ended with a fluttering Union Jack, the hymn "I Vow to Thee, My Country" (which Thatcher would later quote in her "Sermon on the Mound") and the slogan "It's Great To Be Great Again".