AW Throwback: Johnny Horizon

By Heather Taylor, Editor-in-Chief, PopIcon

Who comes to mind when you think of conservation icons? You might think of wildfire prevention mascot Smokey Bear and his famous “Only You Can Prevent Wildfires” slogan  or Woodsy Owl whose “Give a hoot! Don’t pollute!” motto inspired the nation to fight against littering and pollution.

Another mascot was active during the same timeline as Smokey and Woodsy and his name was Johnny Horizon. In looking back on the short-lived legacy of Johnny Horizon, PopIcon discovered that one Idaho county is still determined to uphold the outdoorsman’s legacy today.

Who Is Johnny Horizon?

Johnny Horizon was created by the Bureau of Land Management (BLM) and made his debut in 1968 for an anti-litter campaign.

Described by the U.S. Department of the Interior as a “thoughtful visitor to public lands,” Johnny carried a backpack and wore a hat on his head. He had a confident stride and shared the simple, yet passionate message “This Land is Your Land. Keep It Clean!” with Americans to encourage keeping public lands clean.

The United States Bicentennial and Johnny Horizon ’76 Clean Up America Month

As the United States Bicentennial approached, Johnny Horizon became quickly popular. The mascot received support from numerous celebrities. A PSA was recorded with actor Burl Ives encouraging Americans to clean up the great outdoors in celebration of America’s upcoming 200^th birthday.

Johnny Horizon also had an extensive product line. One of the most notable items was the Johnny Horizon environmental test kit. Released in 1971, the kit included all the necessary equipment for kids to test the air and water for signs of pollution.

With the Bicentennial less than two years away, former President Gerald R. Ford released a proclamation in 1974 declaring that September 15 through October 15, 1974 would be hereby known as Johnny Horizon ’76 Clean Up America Month. While the campaign had made great environmental strides, there was still a lot more work that needed to be done to keep achieving significant results.

A Renewed Legacy in Twin Falls County

It’s difficult to know exactly what happened to Johnny Horizon after the Bicentennial. The details are not clear, although a writer named James Lewis has shared some interesting ideas as to what could have transpired. In any event, by around 1977 the popular outdoorsman had been quietly phased out — and seemingly gone forever out of the minds of Americans.

However, the memory of Johnny Horizon is alive and well in one Idaho county.

Twin Falls County proclaimed Saturday May 4, 2024, is Johnny Horizon Day. The proclamation hereby gives its citizens an incentive to help keep their County clean and beautiful, a tradition that has been upheld in the Twin Falls County for years and will continue to be for many more years to come.

Image credits: Bureau of Land Management Fire | Facebook Page

About the Author

Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week’s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at howveryheather@gmail.com.