When the government targeted women early in the war focussed on extending their existing roles – helping with Belgian refugees, for example—but also on improving recruitment rates amongst men. They did this both through the so-called "Order of the White Feather" and through the promise of home comforts for the men while they were at the front. In February 1916, groups were set up and a campaign started to get women to help in agriculture and in March 1917, the Women's Land Army was set up.