Historical information

The medal was issued by Cole's Book Arcade, with the proverb “Federation of the World, Be Good and Do Good”, circa 1885. This nickel-plated medal is one of a series of medals offering maxims and proverbs issued by E.W. Cole (Edward William Cole), owner of his Book Arcade. He called the medals 'little missionaries for the spread of educative knowledge'

According to Sydney Endicott, an employee of Cole, customers were charged three pence for these medals (which he prefers to call tokens) which, when the Arcade was particularly busy, gave them admission to the second-hand books' gallery where the orchestra played. Each medal could be exchanged for thee pence worth of goods, but most were kept. The pierced ones were sometimes worn as pendants or on pocket watch chains. The medals served as perpetual advertisements of the Arcade (Victorian Historical Magazine, February 1962). George Dean suggests that the medals were also given in change at Christmas time, and could be used to operate amusement machines (presumably including the symphonion (clockwork instrument) and hens, although these only required one penny to operate).

Cole had his first medal stuck in 1879 and his last one in 1903. The medals were variously gilded, silvered or bronzed, replicating the coinage and then circulating, or plated with nickel or white metal. The metal blanks were usually made of copper or brass, but some might have been bronze; aluminium was also sometimes used. In all, perhaps 300,000 medals were struck, in 97 different types or designs. Only 50 types are known to have circulated according to George Dean's 1988 book "A Handbook on E.W. Cole: His Book Arcade, Tokens and Medals'.

Significance

The medal is significant for its association with Cole's Book Arcade in Melbourne, established in the 1870s. The unique shop not only had new books, but secondhand books, and many curious and interesting objects and musical treats. Cole's Book Arcade, at the time, was known as one of the wonders of 'marvellous Melbourne. it closed in 1929.

Physical description

Nickle plated bronze medal or token, round, featuring a tree fern and a thought provoking maxim. The medal was issued by E W Cole, Book Arcade, in Melbourne.

Inscriptions & markings

Obverse: "BE GOOD AND" "DO GOOD" "HINDOO MAXIM" "PURE THOUGHTS" "PURE WORDS" "PURE DEEDS" "PARSES MAXIM"
Reverse: "PURE / THOUGHTS / PURE WORDS / PURE DEEDS / PARSEE MAXIM"
and below rainbow in tiny letters; "FEDERATION OF THE / WORLD MEDALS / ISSUED / BY E.W. COLE / BOOK ARCADE MELBOURNE"