Woodsy Owl is an owl icon for the United States Forest Service most famous for the motto "Give a hoot — don't pollute!". His current motto is "Lend a hand — care for the land!" Woodsy's target audience are children five to eight years of age, and he was designed to be seen as a mentor to children, providing them with information and advice to help them appreciate nature. Harold Bell of Western Publishing (and producer of Smokey Bear public service announcements), along with Glen Kovar and Chuck Williams, originally created the mascot in 1970 as part of a United States Forest Service campaign to raise awareness of protecting the environment.