Woodsy Owl

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Woodsy Owl

Woodsy Owl is a mascot and an advertising character of the United States Forest Service (USFS) with the aim of motivating children to be healthy and sustainable with the environment. The anthropomorphic owl figure , designed in 1970, has been an integral part of the educational program of the US authorities for years and is particularly committed to littering and environmental pollution . Woodsy's motto was originally “Give a hoot! Don't pollute "(German:" Kümmere Dich! [ Idiomatic ; literally: Give an owl cry!] Don't pollute [the environment] ") and has since become" Lend a Hand, Care for the Land! "( Roughly equivalent to :" Join in, keep the environment fit! ”). Together with Smokey Bear , Woodsy Owl has become an American environmental icon who has found its way into pop culture in numerous songs, comics and television appearances .

Emergence

Woodsy Owl with whistle , illustration by Rudy Wendelin

Woodsy Owl was created in 1970 as part of the second US environmental movement . During this phase of growing environmental awareness, the Smokey Bear , which has existed since 1944, was increasingly relied on for environmental education , but the USFS was concerned that the bear with the motto of forest fire prevention could be misappropriated through excessive use. Forest Service officials therefore commissioned the development of a new protagonist and message.

Harold Bell , who had worked as a merchandising agent for Walt Disney , among others , created Woodsy Owl together with Chuck Williams and Glenn Kovar, two employees of the Forest Service and technical consultants for the popular television series Lassie , and their collaborator Betty Hite. The Robin Hood hat Woodsy wears to this day was inspired by a movie item Williams found on the set. Before choosing the owl, a raccoon , rainbow trout , ladybug and moose had been discussed. The decisive factor was the owl's habitat , which includes not only the forest but also urban regions and should therefore also appeal to an urban audience. This is also alluded to by The Ballad of Woodsy Owl , in which it says "Woodsy Owl has got a home on the big branch of a tree / When he looks from left to right, town and forest he can see." the big branch of a tree / If he looks from left to right, he sees town and forest. ”) After successful test marketing in schools, summer camps and church groups, Woodsy Owl was registered as a trademark on August 20, 1970 at the US patent office . USFS employee Rudy Wendelin, who had already played a key role in the design of Smokey Bear, refined the graphic designs of the figure and breathed “personality” into it.

Motto and campaign

introduction

The original Woodsy Owl: “Give a hoot! Don't pollute. "

Woodsy's first motto “Give a hoot! Don't pollute ”wrote Chuck Williams at the same time as Harold Bell's first graphic drafts. The hoot is the call of the owl in English. The phrase “give a hoot” reverses the common expression “don't give a hoot” (for example, “don't give a damn about something”) in an original way. “Don't pollute” means something like “Don't pollute the environment!”. This catchy slogan first appeared in a one-minute short film that Williams produced as a UCLA project in 1970 . In it you could see Williams' daughter and a real owl with a voiceover : “Are you concerned about your environment? Then do something about it. Give a hoot, don't pollute. ”(“ Are you concerned about your environment? Then do something for it. ”) According to the Forest Ranger, its first public performance was as a public service announcement during a Super -Bowl -Half time break.

Agriculture Secretary Clifford Hardin opened the Woodsy Owl Campaign on September 15, 1971. A USDA press release explained the purpose of the new symbol:

“Woodsy will work as a constant reminder to children and adults of positive ways in which pollution can be fought ... [He] will focus attention on improvement of the outdoor environment through such advice as: protecting the soil, vegetation, air, and water through wise and thoughtful use; elimination of unnecessary noise; and public appreciation and personal responsibility for the control of vandalism and destruction of our Nation's out-of-doors. "

"As a constant reminder of children and adults, Woodsy will work to make them aware of positive ways in which environmental pollution can be combated ... [He] will focus on improving the natural environment with his advice: protecting soil, Vegetation, air and water through wise and considerate handling, elimination of unnecessary noise and public recognition as well as personal responsibility for the control of vandalism and the destruction of the nature of our country. "

- United States Department of Agriculture

Thanks to a powerful PR machine, the campaign was a complete success. The new environmental figure was announced in large format in print media such as the New York Times or the Stars and Stripes , and numerous pictures of Woodsy with Minister Hardin were printed. A specially composed song, The Ballad of Woodsy Owl , was supposed to increase his awareness even more. On New Year's Day 1972, Woodsy even had a promotional appearance at a Rose Bowl parade .

effect

Woodsy Owl and Smokey Bear with former First Lady Lady Bird Johnson

Woodsy's popularity grew over the years. Revenue from merchandising of various companies have been invested by the USFS in the Woodsy Owl program and peaked around 50,000 dollars in 1976. This fell by half by the year 1985, reached in 2010 but again a sum of 35,000 dollars. Overall, however, the income is only a fraction of the Smokey Bear campaign. From the early 1970s to the mid-80s, public service announcements ran regularly on TV that made the friendly owl known to a wide audience. Woodsy was dubbed by various actors, most prominently Sterling Holloway and Frank Welker . A survey at the height of its popularity in 1976 found awareness of 65 percent in all households and 80 percent in households with children under 10 years of age. In 2002, however, these values ​​were only 25 and 32 percent.

It is not possible to determine the quantitative effect of the Woodsy Owl campaign, since similar public advertisements such as the " Crying Indian " or Johnny Horizon were shown in parallel . In addition, there is a lack of data on litter in the USA . The improvement in the situation over the past 40 years is attributed less to the advertising value of Woodsy & Co. and more to stricter laws and new technologies. The fact that figures like Woodsy Owl and Smokey Bear can nonetheless create awareness is also the subject of ecological and economic research.

Redesign

The new Woodsy: "Lend a hand, Care for the Land!"

A target group survey at the beginning of the 1990s brought the result that Woodsy either had to undergo a makeover or be discontinued. The USFS decided in 1993 to redesign the character, which was developed in collaboration with the Children's Television Workshop, the production company behind Sesame Street . The new, "improved" Woodsy Owl with the motto "Lend a Hand, Care for the Land!" Was launched on Earth Day 1997 a. a. Presented to the public by Al Gore and Bill Nye . In addition to the motto, its appearance was tailored to the audience of a new generation. Woodsy has since appeared less like an owl and more like a person. To convey an active, healthy image, he looks slimmer, wears a backpack, hiking boots and field pants. He is characterized by the USFS as "loving, kind and wise" and is intended to appeal specifically to children between the ages of five and eight.

Conservation Education

In the 21st century, Woodsy Owl has evolved from a public service campaign to an environmental education program. In 2001 it was decided to use Woodsy more for educational purposes, to teach younger children benefits and measures to preserve the environment. A USFS partnership established in 2003 with the Office of Head Start, a program run by the Department of Health , was designed to help convey the message of environmental conservation to children from kindergarten through third grade. Some products such as Woodsy's ABC or various “ fun packs ” are available as learning material. In addition, the songs The Ballad of Woodsy Owl and Help Woodsy Spread the Word (based on the piece The Syncopated Clock by Leroy Anderson ), made famous by the TV spots, are still very popular and are available for download on the USFS website . A contemporary rap (Rubbish Rot Rap) has also been added to the song collection . In several states including Washington, DC , California , Texas, and Alaska , Forest Rangers work with Head Start teachers to bring Woodsy Owl and his philosophy of environmental conservation closer to around 5,000 children and families each year. Since 1973 Woodsy has been part of a nationwide poster competition organized by the National Garden Clubs.

Woodsy Owl continues to make public appearances as part of Earth Day , on national Get-Outdoors days or on special occasions, for example at nationwide traveling exhibitions . September 15, 2011 marked the 40th anniversary of the Woodsy Owl campaign, which the USFS took as an opportunity to celebrate Woodsy's 40th birthday.

Legal protection and license

Like Smokey Bear, the Woodsy Owl brand has been protected by federal law since 1974 . The Smokey Bear and Woodsy Owl Act ( Public law 93-318 ) defines Woodsy's name and motto as United States property, under the management of the USDA. The character Woodsy Owl is characterized as follows:

“The term 'Woodsy Owl' means the name and representation of a fanciful owl, who wears slacks (forest green when colored), a belt (brown when colored), and a Robin Hood style hat (forest green when colored) with a feather (red when colored), and who furthers the slogan, 'Give a Hoot, Don't Pollute', originated by the Forest Service of the United States Department of Agriculture, or a facsimile or simulation thereof, in such a manner as suggests' Woodsy Owl '. "

“The term 'Woodsy Owl' denotes the name and representation of a fantasy owl, wearing long pants (green if colored), a belt (brown if colored), and a Robin Hood-style hat (green if colored ) with a feather (red if colored) and utters the slogan 'Give a Hoot, Don't Pollute', created by the Forest Service of the United States Department of Agriculture, or a replica or simulation of it, in some way and manner as mentioned 'Woodsy Owl'. "

- United States Public Law 93-318

The adoption by Congress took over two years, as representatives of the Ministry of the Interior blocked it (see competition ). On the basis of the law, a licensing program was drawn up, the purpose of which is to generate funds for the protection of the environment and for the fight against pollution. The program is also aimed at spreading Woodsy Owl's message, maintaining his integrity as America's icon of environmental conservation, and ensuring the high quality of all products that bear his name.

Controversy

competitor

When it was first introduced, Woodsy Owl encountered severe headwinds. Home Secretary Rogers Morton suggested that Woodsy could be a competitor to Johnny Horizon , a figure who has been in use since 1969 and who has also been an anti-pollution figure in the Bureau of Land Management . When the first draft of the Woodsy Owl Act was submitted to Congress in February 1972 , a broad lobby for Johnny Horizon and against Woodsy Owl had formed. Minister Morton justified this step as follows:

“We recommend against transmittal of the draft [Woodsy Owl] bill…. The 'Woodsy Owl' program proposal is practically identical to the already successful 'Johnny Horizon' program initiated by the Department of the Interior in June, 1968…. Introduction of a competing Government program such as that now proposed by the Department of Agriculture would forsake the loyal support which has thus far been given the 'Johnny Horizon' program. "

"We're opposed to the bill being signed ... The Woodsy Owl program proposal is practically identical to the already successful Johnny Horizon" program initiated by the Home Office in June 1968 ... The introduction of a competing one Government programs like that of the Department of Agriculture (USDA, note) would jeopardize previous support for the 'Johnny Horizon' program. "

- Home Secretary Rogers CB Morton

In the private sector , too, people resisted the introduction of a new environmental figure. Roger B. Minkoff, Columbia Records ' merchandising and licensing director , argued that it has made offers of participation in Johnny Horizon licenses to numerous companies across the country with great success. The introduction of another symbol of the USDA also diluted the previous work of the Interior Ministry. In the end, however, the USFS was able to prevail, after all, with Woodsy Owl they wanted to create a character whose message children could be warmed to more than that of a grown man in cowboy gear.

"Owl non grata"

Northern spotted owl

In the early 1990s, Woodsy's popularity began to falter. The northern spotted owl ( Strix occidentalis caurina ), a subspecies of the spotted owl , was added to the endangered species list in 1990, causing displeasure in the US forest industry . Especially in the Pacific Northwest , people felt cheated by the Forest Service, which began to restrict deforestation in its forests more and more due to animal welfare . Woodsy Owl was used by the USFS as a stand-in for the spotted owl in cartoons , which negatively impacted its popularity in the Northwest and eventually led to the character no longer appearing in the lumberjack communities. His motto got cynical revisions like "Give a hoot, don't shoot". Woodsy became, in the words of a journalist, the " Owl non grata ".

Authorship Claims

Although the names of the inventors and Woodsy's story are well documented, there have been numerous recent copyright claims. Numerous Internet sites contain named and anonymous claims by people from various states that they submitted Woodsy to a drawing competition as a child in 1969 or 1970. Some even claim that the motto “Give a hoot! Don't pollute ”. The USFS repeatedly receives inquiries and copyright claims in this regard. Harald Fuller-Bennett and Iris Velez noted in Forest History Today that most “would-be inventors” share a strikingly similar memory. It is quite possible that an educational organization or a children's book publisher held a drawing competition in 1970, at a time when Woodsy already existed but had not yet been officially presented. For example, the children may have been instructed to draw posters with an owl and Woodsy's motto. This explanation seems likely insofar as the USFS has been running a Smokey Bear painting competition for elementary school children with the National Garden Clubs since 1961 . In 1973 pictures of Woodsy Owl could also be sent in for the first time. To date, no person has been able to provide evidence of the possible authorship of Woodsy.

Pop Culture

Woodsy Owl owes its popularity not only to the regularly running TV spots, but also to a wide reception in American pop culture . In November 1973 Gold Key published the first Woodsy Owl comic . Up until February 1976, nine more volumes appeared every quarter in which Woodsy introduced supporting characters such as Bitsy Owl and Mrs. Hare closer to the sustainable use of the environment. Western Printing and Lithographing holds the product rights to the USFS- authorized comic series. Jon "Bermuda" Schwartz, from 1980 drummer for Weird Al Yankovic , recorded his own version of The Ballad of Woodsy Owl .

In recent years, Woodsy Owl has often been the object of satirical comments, especially to the extent that his message is perhaps no longer up-to-date or that today's youth is no longer enthusiastic about environmental protection. In 2010 Woodsy was parodied in the episode Messie Syndrome (original title Insheeption ) of the animated series South Park . In addition to Smokey Bear ( Flamey the Bear ), Woodsy Owl was also a satirical object in the Brickleberry series in 2013 . It says Hoot-Hoot the Owl is retired, arguably a nod to Woodsy's decreased notoriety.

The fact that Woodsy Owl still generates a certain response or is still popular is demonstrated by its presence in social media or its inclusion in lists of the “best owls”.

Web links

Commons : Woodsy Owl  - collection of pictures, videos and audio files

Individual evidence

  1. ↑ a b c d e f g h i j k Harald Fuller-Bennett & Iris Velez: Woodsy Owl at 40. In: Forest History Today , Spring 2012, pp. 22-27. Online PDF , accessed on July 12, 2016.
  2. ↑ Dennis Hevesi: Harold Bell, a Creator of Woodsy Owl, Is Dead at 90. New York Times , December 12, 2009, accessed July 15, 2016 .
  3. ↑ Jamie Lewis: Remembering Harold Bell, Creator of Woodsy Owl. Forest History Society, December 15, 2009, accessed July 13, 2016 .
  4. ^ Sheila Poole: Smithsonian Folklife Festival Interview with Chuck Williams. (PDF) Forest History Society, June 2004, accessed on July 13, 2016 .
  5. ↑ Woodsy Owl launches antipollution campaign. In: Report of the Chief of the Forest Service. United States Forest Service , 1971, accessed July 13, 2016 .
  6. ↑ Woodsy Owl launches anti-pollution campaign. (PDF) Forest History Society, accessed July 13, 2016 .
  7. ↑ Chris Otto: The Return of Woodsy Owl. Papergreat, accessed on July 16, 2016 .
  8. ↑ Matthew G. Interis & Timothy C. Haab: Woodsy the owl perfectly: Environmental campaigns, norms and implications for public goods policy. In: Ecological Economics 70 (2011), pp. 2327–2333. ISSN 0921-8009. (English)
  9. ↑ Woodsy Owl 1998 Earth Day Events. Kodak , accessed July 17, 2016 .
  10. ^ Woodsy Owl Head Start Partnership. USFS , accessed July 17, 2016 .
  11. ↑ Woodsy Owl's ABCs. USDA , accessed July 16, 2016 .
  12. ↑ The Smokey Bear & Woodsy Owl Poster Contest. USFS , accessed July 17, 2016 .
  13. ^ The Home Sweet Home Traveling Exhibit. USDA , accessed July 17, 2016 .
  14. ↑ Happy 40th Birthday, Woodsy Owl! Forest History Society, September 15, 2011, accessed July 13, 2016 .
  15. ↑ 36 CFR Part 272 - Use of “Woodsy Owl” symbol. Justia, accessed July 17, 2016 .
  16. ^ Woodsy Owl Licensing. USFS , accessed July 18, 2016 .
  17. ↑ Linda Keene: Is Woodsy Owl Endangered? Whoooo Knows? The Seattle Times , June 14, 1990, accessed July 15, 2016 .
  18. ↑ Jamie Lewis: Remembering Harold Bell, Creator of Woodsy Owl. Forest History Society , December 15, 2009, accessed January 2, 2020 .
  19. ↑ Jamie Lewis: Remembering Harold Bell, Creator of Woodsy Owl. Forest History Society, December 15, 2009, accessed July 13, 2016 .
  20. ↑ Harald Fuller-Bennett & Iris Velez: “I Created Woodsy Owl” In: Forest History Today , Spring 2012, p. 27. Online PDF , accessed on July 12, 2016 (English).
  21. ↑ Woodsy Owl on Toonopedia. Donald D. Markstein, accessed July 15, 2016 .
  22. ↑ Jon Schwartz. Mad Music Productions, accessed July 17, 2016 .
  23. ↑ Jay Wexler: Woodsy the Owl loses his mojo. Timothy McSweeney's, accessed July 15, 2016 .
  24. ↑ 'South Park' goes after 'Inception' and 'Hoarders' ... and Woodsy Owl. Entertainment Weekly , October 21, 2010, accessed July 11, 2016 .
  25. ↑ Hoot-Hoot the Owl. Brickleberry Wiki, accessed July 15, 2016 .
  26. ↑ Vivian Nelson Melle: The Return of Woodsy Owl. Green Living Ideas, accessed July 17, 2016 .
  27. ↑ The Greatest Owl Characters of All Time. Ranker.com, accessed July 15, 2016 .
  28. ↑ David Youngblood: Random Power Rankings: Top 13 Fictional Owls. seveninchesforyourtime.com, February 28, 2014, accessed July 15, 2016 .
This version was added to the list of articles worth reading on August 22, 2016 .