There are two Bills in the picture.
'To uncle Billy. God bless you.' (bottom row, middle)
The first day of the Battle of the Somme, in northern France, was the bloodiest day in the history of the British Army and one of the most infamous days of World War One. On 1 July 1916, the British forces suffered 57,470 casualties, including 19,240 fatalities. They gained just three square miles of territory.