Wilson used the media to promote his government reform program, The New Freedom. He formed the Committee on Public Information. In the 1930s, the National Association of Manufacturers was one of the first to create a major campaign promoting capitalism and pro-business viewpoints. It lobbied against unions, The New Deal and the 8-hour work-day. NAM tried mostly unsuccessfully to convince the public that the interests of the public were aligned with corporate interests and to create an association between commerce and democratic principles. During the Second World War, Coca-Cola promised that "every man in uniform gets a bottle of Coca-Cola for five cents, wherever he is and whatever it costs the company." The company persuaded politicians that it was crucial to the war-effort and was exempted from sugar rationing. During the European Recovery Program PR became more established in Europe as US-based companies with PR departments created European subsidiaries. In 1938, amid concerns regarding dropping diamond prices and sales volume, De Beers and its advertising agency N.W. Ayers adopted a strategy to "strengthen the association in the public's mind of diamonds with romance," whereas "the larger and finer the diamond, the greater the expression of love." This became known as one of America's "lexicon of great campaigns" for successfully persuading the public to purchase expensive luxury items during a time of financial stress through psychological manipulation. It also led to the development of the slogan "A diamond is forever" in 1947 and was influential in how diamonds were marketed thereafter. After World War I the first signs of public relations as a profession began in France and became more established through the Marshall Plan. The first organized, large-scale propaganda campaigns were during World War I. Germany created the German Information Bureau to create pamphlets, books and other communications that were intended to support the justness of their cause, to encourage voluntary recruitment, to demonize the enemy and persuade America to remain neutral in the conflict. In response to learning about Germany's propaganda, the British created a war propaganda agency called the Wellington House in September 1914. Atrocity stories, both real and alleged, were used to incite hatred for the enemy, especially after the "Rape of Belgium" in 1915. France created a propaganda agency in 1914. Publicity in Australia led to a lift in the government's ban on military drafts. Austria-Hungary used propaganda tactics to attack the credibility of Italy's leadership and its motives for war. Italy in-turn created the Padua Commission in 1918, which led Allied propaganda against Austria-Hungary.