Johnny Horizon had a very brief stint as an environmental icon for the United States Department of Interior, Bureau of Land Management. He was the spokesman for environmental stewardship and land management.
He came on the scene in 1968 and faded from view shortly after the United States of America celebrated its bicentennial in 1976. Johnny Horizon was around many years before "going green" was trendy. The United States needs to call Johnny Horizon out of retirement or create a new environmental icon.
Johnny Horizon: Forgotten Environmental Icon
Johnny Horizon was a tall, slender, and outdoorsy-type masculine figure, complete with boots and a cowboy hat. His mission was to promote stewardship of all public lands. Johnny said everyone was responsible to keep the nation and parks, particularly, the National Parks, clean.
His environmental counterparts Smokey Bear and Woodsy Owl were anthropomorphic (animals with somewhat human features and characteristics) creations. Johnny Horizon was also a created icon, but he was meant to be very human. Johnny Horizon's humanity may have been part of the reason for his demise. Smokey and Woodsy are male comic characters / mascots, but Johnny Horizon was a human man in comic form.
Smokey Bear and Woodsy Owl were characters that everyone could identify with, especially young children. Smokey and Woodsy have catch phrases that everyone knows. "Only you can prevent forest fires" and "Give a hoot. Don't pollute", respectively, are ingrained in the American environmental culture.
Johnny Horizon's slogan was "This is Your Land - Keep it Clean". It is a good slogan, but it faded away with Johnny.
Johnny Horizon came across as an authority or law enforcement figure, which many people may not have identified with or were indifferent to his cause. Perhaps, he may have been a bit threatening and intimidating to young children. Additionally, there were no female environmental mascots or characters to act as role models for young girls.
Johnny Horizon: Public Figure and Celebrity Supporters
Despite Johnny Horizon's brief United States service, of about eight years, he managed to make an impact on environmental awareness. Johnny Horizon had support from some celebrities to spread his message. Music icons, Burl Ives and Johnny Cash, paid tribute to Johnny horizon thorough song. Johnny "The Man in Black" Cash wrote a song titled Don't Go Near the Water to promote public awareness of air and water pollution issues.
Johnny made a record with Burl Ives titled 10 Messages from the U.S. Department of Interior About The Environment. Johnny Horizon also received support from variety show icons Sonny and Cher and soon-to-be country music legend Glen Campbell to help spread the word.
Johnny Horizon appeared on the scene at the right time in American history. The environmental movement was gaining steam. President Richard M. Nixon signed the National Environmental Protection Act (NEPA) of 1969, which took effect the following year.
The government implemented many other environmental laws while Johnny Horizon was on duty, such as Clean Air Act (CAA) of 1970, Federal Water Pollution Control Act (FWPCA) of 1972, and the Endangered Species Act (ESA) of 1973.
Additionally, many citizens, frustrated and annoyed over the air and water pollution that was destroying the country, bought into the environmental conservation and protection ideology. Johnny Horizon was getting a following. Promotional items were marketed to spread the word. These items included toys, coloring books, watches, environmental test kits, stamps, and matchbooks.
Getting Children Involved in Environmental Issues
For young, aspiring environmental scientists, their parents could purchase them a Johnny Horizon Environmental Test Kit. The environmental test kit contained everything an apprentice environmental scientist needed to conduct very basic air and water pollution experiments. As the owner of a Johnny Horizon Environmental Test Kit when I was a young lad, I have to say it was a very fun and educational learning tool. Perhaps, subconsciously, Johnny Horizon was a big influence to get me involved in science.
Johnny Horizon Fades Away
After the United of America celebrated its bicentennial, 200 years as a nation, and the supercharged patriotism waned, changing attitudes, political challenges, and gender equality issues may have been some driving forces to push Johnny Horizon aside and eventually doomed him to roam the land without a voice.
Johnny Horizon, Smokey Bear, and Woodsy Owl have a place in American environmental history. Johnny's counterparts Smokey and Woodsy are alive and doing well. Perhaps all three icons get together once in a while to relive the struggles of the environmental movement in the 1960s through the 1970s.
The American Government Must Support Environmental Education
Many analysts state that American education is falling behind many nations in math and science, part of the reason may be due the lack of positive influences and role models in these subjects. The United States government must do more to promote math, science, and environmental education. The establishment of a new icon or the rebirth of an old icon, such as Johnny Horizon, is a very easy way to get young children and teens interested and more importantly, involved in math and sciences.
Johnny Horizon, where are you? America and the Earth need you.
SourcesCampbell, Michael. "Johnny Horizon. Where in the World is Johnny?. Northwest Passage. The Bureau of Land Management Magazine of Oregon and Washington. Volume 1. Issue 5. Portland, Oregon Summer 2009. Accessed 11 JUL 2011.Cash, Johnny and Burl Ives. "Don't Go Near the Water." youtube.com. Accessed 11 JUL 2011.Lewis, Jamie. "Forgotten Characters from Forest History: Johnny Horizon". Peeling Back The Bark. Accessed 11 JUL 2011.Walter, Hal. "Where Have You Gone, Johnny Horizon?". Colorado Central Magazine. February 2001. Accessed 11 JUL 2011.
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