Recognition as an authority is designated by an official document that entitles the subject to the use of the honorable title or can be developed over time through social media or public relations. The title is closely associated with the personal name, such as (Angelina Jolie, Goodwill Ambassador) or (Angelina Jolie, UNHCR Goodwill Ambassador) or (Goodwill Ambassador Angelina Jolie). Any regional, state, nation or body politic has the authority to officially designate goodwill ambassadors.
History
Many say the first ambassador of good-will was Ambassador Benjamin Franklin on his mission to France in December 1776, when the United States was just a few months old and embroiled in the Revolutionary War. Others might say it was pioneer Daniel Boone who was hired as a civilian colonel to help Col. Judge Richard Henderson build the Wilderness Road and negotiate with good-will the Treaty of Watauga with the Cherokee to establish the Transylvania Colony on May 23, 1775. At its time, the Transylvania Colony was the first democratic government free of British Monarchy calling for a "manly government", Boonesborough had both indigenous and free slaves as civil participants.
Benjamin Franklin in colonial times was also known as Silence Dogood (a pen name) who wrote a series of letters that were published and widely read. Almost 50 years before the American Revolution Franklin adapted; Bonifacius: Essays to Do Good, by the Puritan preacher and family friend Cotton Mather, which Franklin often cited as a key influence throughout his life. His work preached the importance of forming voluntary associations to benefit society. While Franklin learned about forming do-good associations from Cotton Mather, his benevolence, humility and organizational skills made him the most influential force in making voluntarism an enduring part of the American ethos.
New understanding
The word "good-will" first appears in American newspapers as early as 1789 in the Gazette of the United-States[6] where the term was associated synonymously with words like benevolence, charity, compassion, delight, divinity, grace, honor, humanity, humility, mankind and virtue all in a single thought.
The term "ambassador of good-will" appears in 1920 discussing a delegation of government supported business people from Texas visiting Mexico and establishing friendly business relationships. The article called for "increasing the ranks of ambassadors of good-will" by inviting other businesses and states to their commission.[7] The term "goodwill ambassador" finally emerges into the international landscape as a highly defining and descriptive term in the early 20th Century through a public figure who later proves to be a controversial one. In December 1927 it was applied to aviator and ambassador, Col. Charles Lindbergh by the international news media when he scheduled an International Goodwill Tour visiting Mexico, Central America, Colombia and Venezuela in the Spirit of St. Louis.[8][9]
The idea was effectively merged from the public domain creating the new term in an article from the Indianapolis Times; "Doll Ambassadors from Japan Viewed by Capital: School Children's Babies Enter U.S. on Mission of Good Will; Washington, December 20, 1927 - Japan's "Doll Ambassadors of Goodwill" received a national welcome..."[10] In subsequent years the idea is used by its commissioners to create an honorary ex-officio civilian post or use the role of goodwill ambassador as an actual representative substitute for the honorary duty of an iconic historical figure, like the Kentucky Colonel. In the 1930s the Kentucky and Tennessee Colonel titles were awarded to people that would make goodwill ambassadors (ambassadors of goodwill) for the state.[11] Elvis Presley, well known as a Goodwill Ambassador for many causes and ideas, was both a Kentucky and Tennessee Colonel, receiving commissions from various governors.
The United States, the United Nations, the Commonwealth of Nations, Latin America, African Nations were all engaged in commissioning goodwill ambassadors to address public relations issues, create soft power, or promote cultural understanding selecting high profile celebrities that are popular within their own society during and after World War II. The entertainers in the USO were all considered to be Goodwill Ambassadors of the United States.
Unrelated uses
In the 1980s, the Harlem Globetrotters were sometimes known as America's Goodwill Ambassadors especially when performing exposition basketball internationally. In 1998 they registered GOODWILL AMBASSADORS ® under Serial Number #75258888 – with the United States Patent and Trademark Office (USPTO) in the category of education and entertainment services. Based on Harlem Globetrotters International statement the trademark is used in "basketball clinics and exhibitions; and conducting speeches, seminars, and workshops relating to personal awareness, achievement, and motivation." Essentially their trademark blocks anyone in the United States from offering educational or entertainment services using the term [Goodwill Ambassadors].
Unofficially there were the goodwill ambassadors all over the United States with the hosts/hostesses of the Welcome Wagon in the 1960s, 70s and 80s who welcomed new residents with a promotional gift bag, a service provider directory and advertisers coupons from local merchants; section 293.357-018 of the Dictionary of Occupational Titles lists this type of work for the role of a "GOODWILL AMBASSADOR" today.[12] These concessions were often franchised to a local provider in most main-street towns, the person in charge was most informally called or became known as the "goodwill ambassador" of the town.
DOT 293.357-018 - GOODWILL AMBASSADOR: Promotes goodwill and solicits trade for local business firms who are members of parent organization: Develops list of prospective clients from such sources as newspaper items, utility companies' records, and local merchants. Visits homes of new residents, prospective parents, recently married couples, engaged persons, and other prospects to explain and sell services available from local merchants. Usually presents token gifts or gift certificates to induce clients to use local services or purchase local merchandise. Prepares reports of services rendered and visits made for parent organization and member firms. May solicit new organization membership. May explain community services available. May organize clubs and plan parties for new residents.[12]
According to the United NationsDag Hammarskjöld Library; "United Nations Goodwill Ambassadors and Messengers of Peace are distinguished individuals, carefully selected from the fields of art, literature, science, entertainment, sports or other fields of public life, who have agreed to help focus worldwide attention on the work of the United Nations. Backed by the highest honor bestowed by the Secretary-General on a global citizen, these prominent personalities volunteer their time, talent and passion to raise awareness of United Nations efforts to improve the lives of billions of people everywhere .. on the other hand, [goodwill ambassadors] are designated by the heads of United Nations Funds, Programmes and specialized Agencies, e.g., UNICEF, the World Food Programme (WFP) and UNHCR. Goodwill Ambassadors are subsequently endorsed by the Secretary-General. .. In 2010, in response to a General Assembly request to mark the International Year of Biodiversity, for the first time the Secretary-General appointed a United Nations Goodwill Ambassador."[13]
The
UNEP, UNFPA, UNODC, UNICEF, UNHCR, UNIDO, UNESCO, the WFP, the WHO, UN Women, the OHCHR, UN-Habitat, and the IMO; all have or may have goodwill ambassadors who are appointed officially by the UN.[14] The largest of these United Nations programs is UNICEF which has over three hundred (300) ambassadors around the world designated by country or region. The United Nations began using goodwill ambassadors officially to promote their missions in 1954, the first was actor Danny Kaye
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The most famous of today's contemporary goodwill ambassadors is Angelina Jolie, who currently serves professionally as a special envoy to the UNHCR and is legally recognized as "Ambassador Angelina Jolie" in being addressed "Her Excellency Angelina Jolie," whereas most other UN goodwill ambassadors are recognized as "Honorable", and use post-nominal titles that are assigned to them.[15]