Fi a Mistar Urdd Pethe

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-Wynne Mel, or Wynne Melville Jones.

-A well-known public relations

-and marketing expert ...

-..and creator of one

-of Wales's best-known mascots.

-The icon revitalized the Urdd,

-led it through a fraught time...

-..and turned it into one of Europe's

-most successful youth movements.

-This is Mistar Urdd's story.

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-My father founded the Urdd because

-the Welsh language was in decline.

-He saw young people

-turning their back on Welsh.

-At that time, it was the language

-of chapel and the Eisteddfod...

-..not the language of play.

-In 1922,

-in the magazine Cymru'r Plant...

-..Sir Ifan ab Owen Edwards invited

-children to join a new movement...

-..Urdd Gobaith Cymru Fach.

-By 1930, there were

-twenty branches in Wales.

-From being a magazine movement,

-the Urdd had grown...

-..but with a shorter name,

-Urdd Gobaith Cymru.

-Summer camps were set up

-in Llanuwchllyn, Llangrannog...

-..and Porth Dinllaen.

-The Urdd's first National Eisteddfod

-was held in Corwen in 1929.

-By the 1940s, a new triangular

-logo had been designed.

-Over the years,

-the movement's activities evolved.

-But the development wasn't reflected

-in the movement's organization.

-I was away at school

-in Reading when I was 13.

-I decided I would return to live in

-Aberystwyth after attending college.

-I returned in 1965.

-My father ruled, with many who had

-been with the Urdd from the start.

-The Urdd was getting old,

-and I wanted to see a change.

-The older generation wasn't

-really aware of what was going on...

-..in the world of young people.

-They carried on as they always had.

-They received vital help

-for the Urdd from the establishment.

-The young people didn't

-really have a voice...

-..nor did the local Urdd branches.

-That eventually led

-to a kind of rebellion.

-This unease reached a climax in the

-period before the 1969 Investiture.

-It became clear the Urdd would

-be invited to the Investiture.

-Many of us weren't happy about this.

-The attitude of the Urdd's

-staff and volunteers...

-..was typical of the 1960s.

-They wouldn't stay in the Urdd

-if it was represented in Caernarfon.

-Something had to be done.

-I was young, my father was old.

-I had great respect for him.

-But I disagreed with him about the

-Investiture. I didn't want to go.

-The young people didn't want to go.

-A petition was organized

-amongst members.

-Thousands signed it.

-It became clear...

-..even to the older generation

-who ran the Urdd...

-..that they couldn't dare go

-to the Investiture in Caernarfon.

-I tried all kinds of compromise.

-Prince Charles came for supper

-one evening to discuss the subject.

-I asked him to cancel

-the Investiture - a stupid request.

-But I was young and prepared

-to ask. He refused, of course.

-I was willing to compromise,

-for the Urdd's sake.

-Two meetings of

-the Urdd Council were held.

-The first voted in favour

-of going to the Investiture.

-The second meeting

-voted against going...

-..but to welcome the Prince

-if he wanted to visit...

-..the National Eisteddfod

-in Aberystwyth...

-..and Glan-llyn,

-the day after the Investiture.

-I shall now invite

-Prince Charles to the stage.

-APPLAUSE

-At the end of the 1960s,

-I was fortunate enough...

-..to be appointed Urdd Organizer

-in Carmarthenshire.

-I decided to visit

-the Eisteddfod in Aberystwyth.

-I didn't go to see the Prince,

-but to meet my future colleagues.

-On the Saturday...

-..the Prince was going to present

-a prize awarded by his mother.

-Tension grew throughout the day.

-A number of us worked backstage. We

-didn't want to spoil the Eisteddfod.

-So, we agreed to work

-to help the Eisteddfod...

-..up until the closing ceremony.

-Then, we walked off the field.

-We didn't see the protest...

-..by members of the Welsh

-Language Society in the audience.

-We heard about it later.

-BOOS AND APPLAUSE

-I wasn't part of the protest

-because I had decided on my future.

-I had accepted a job with the Urdd.

-I realized that my first allegiance

-was to the Urdd.

-Thank you. All I can say is that

-many more have stayed inside than...

-I saw for myself the disquiet the

-Investiture had caused in the Urdd.

-I realized that many of

-the young people who walked out...

-..were Urdd people who would

-lead Urdd branches in the future.

-I read Dafydd ap Gwilym

-in my bed at night.

-LAUGHTER AND APPLAUSE

-The Prince said he read

-Dafydd ap Gwilym in bed.

-Dafydd Iwan, of course,

-was prominent in the protest.

-The Prince asked R E Griffith...

-.."Was Mr Dafydd ap Gwilym

-one of the people who walked out?"

-There must have been a little

-confusion in the Prince's mind.

-I remember a story

-about Sir Ifan ab Owen Edwards.

-He didn't understand

-why people protested.

-Someone said to him, "Don't you see

-Sir Ifan? These are your children."

-Because of the Investiture problem,

-we had to look anew at the Urdd.

-We saw that it was run

-in an old-fashioned way.

-The movement certainly

-wasn't on its knees.

-But it definitely needed a new

-approach and a new direction.

-An element of this new direction...

-..was to appoint

-a Marketing and Publicity Officer.

-THIS IS THE URDD

-When I began my new job

-as Publicity Officer...

-..I was very fortunate that

-the Urdd had received funding...

-..from the Midland Bank, the HSBC

-now, to make a film about the Urdd.

-WHISTLE

-CHILDREN CHEER

-Wil Aaron produced

-a very professional film.

-It was shown in almost

-every community in Wales...

-..during the years that followed.

-It certainly helped to get the

-message across about the Urdd...

-..and what it had to offer.

-It also presented a young,

-fresh image of the movement.

-In 1974, we organized

-what we called Urdd 74.

-It was a tour of Wales, focusing

-on big comprehensive schools...

-..in areas such as Ebbw Vale

-and Pontypool...

-..new ground for the Urdd.

-We visited the schools and had

-audiences of 1,000 in each one.

-Dewi Pws and Huw Jones sang

-on a trailer outside the schools.

-These children had never

-seen Welsh pop singers...

-..and certainly

-hadn't heard Welsh pop songs.

-It was a new experience for them.

-Although the reception

-was mixed at first...

-..in almost every one, we left the

-place a sea of white, red and green.

-We felt we gained new ground there.

-By 1975, a new campaign

-had to be devised...

-..to raise the Urdd's profile

-and boost the rather shaky finances.

-Wynne had an idea to hold

-the biggest balloon race in Europe.

-Over 100,000 cards were sold

-by members and tied to balloons...

-..before being released

-from the Llangrannog Urdd Camp.

-One of those who helped Wynne

-was Selwyn Jones.

-First, we had to get

-the balloons ready.

-Remember printing the cards in

-the cellar of the old Urdd office?

-That was your job, wasn't it?

-You printed over 100,000.

-I should have been

-in the Guinness Book Of Records.

-You had a big share in its success.

-I was worried whether

-the ink would run in the rain.

-Then, we wouldn't know who won.

-I know what you mean.

-But we took a gamble.

-If you asked where the balloons

-went, the answer is simple.

-They all went the same way.

-Depending on the wind direction.

-Exactly, the wind carried them.

-They were blown from here

-towards England...

-..right across England,

-over the North Sea.

-Some of them came down in Denmark.

-Some went to Norway,

-but most went to Sweden and Finland.

-The furthest card we received back

-came from the borders of Russia.

-I was going to ask

-where the furthest balloon went.

-I couldn't remember.

-But I do remember my father-in-law

-coming home to Pontrhydfendigaid.

-He was working on the road

-in the Cwmystwyth area.

-He had one of the balloon cards.

-It must have strayed

-in that direction.

-Do you know what was on it? The name

-of his niece who lived in Oxford.

-That was a coincidence!

-The Urdd's message

-had spread all over Europe.

-But the most trailblazing

-idea was yet to come.

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-By the early seventies...

-..Wynne Melville Jones was the Urdd

-Marketing and Publicity officer.

-His task was to restore

-members' faith and support.

-His new campaigns managed to regain

-ground lost in the late sixties.

-But the biggest success

-was yet to come in 1976.

-The Urdd badge was a great symbol.

-It was recognizable,

-and it represented the Urdd oath...

-..to serve Wales,

-fellow man and Christ.

-But it was rather old-fashioned.

-I started to play around

-with the badge.

-I placed a smile on the badge.

-That immediately made

-the badge appear happy.

-I added eyes and nose.

-After adding legs and arms,

-it developed into a character.

-He needed a name,

-and he could only be Mistar Urdd.

-Who's coming over the hill?

-Who's coming over the hill?

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-In the September staff committee...

-..Wynne's new idea

-was immediately accepted.

-Mistar Urdd would develop

-the movement and move it forward.

-Merchandise was purchased

-for the Mistar Urdd logo.

-A small factory was established

-in the Urdd cellar in Aberystwyth.

-More staff were employed to cope

-with the huge demand for goods.

-They also moved to an industrial

-unit in Llanbadarn Fawr.

-A boutique opened in Aberystwyth

-to sell the goods.

-A postal order service began.

-The Urdd became

-a colourful, lively movement.

-The younger members loved it.

-I worked on the Urdd stall

-in the National Eisteddfod.

-We sold a few books, and so on.

-Adults came in for a chat.

-But now, children rushed over...

-..day after day,

-from morning to night.

-I'm on my way to meet Wendy Davies.

-She produced the Mistar Urdd gonks.

-She lives on the border

-between Wales and England...

-..in Lloyney, outside Ludlow.

-I often visited Wendy

-in an empty car.

-I had plenty of company

-on the way back...

-..because I stuffed as many gonks

-as I could in the car!

-Hello, Wynne!

-Hello, Wendy. How are you?

-Nice to see you again.

-Lovely to see you!

-Gosh! You've brought him with you.

-I've brought a mutual friend.

-I've brought a mutual friend.

-

-And I think you wanted it mended.

-I've come to the right place.

-Come and see the girls.

-Are the girls here?

-Are the girls here?

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-Yes, thirty years on.

-Yes, thirty years on.

-I hope you will remember everyone.

-I met Wendy Davies at the

-Royal Welsh Show in Builth Wells.

-She had set up a soft toy company.

-The soft toys were based

-on wild animals native to Powys.

-They were of a very high standard.

-I asked Wendy to make a sample of a

-soft toy in the form of Mistar Urdd.

-There were about sixteen altogether.

-The girls all had

-their lives in the village.

-Cath sometimes came over

-about half past six in the morning.

-Mary came at different times,

-sometimes later...

-..half past six, half past eight.

-Bet came to help for a fortnight

-and stopped twelve years!

-That's right.

-I hadn't realized at the time

-the impact it made on the village.

-All I wanted was a supply of gonks!

-People who didn't have

-anything to do with the Urdd...

-..and the Eisteddfod...

-..they had them as well, they just

-liked them, just as a cheeky toy.

-We never envisaged it

-to be as massive as it was...

-..and at one of the eisteddfods...

-..they celebrated making 25,000

-of this size.

-It was massive, really.

-# Hey, Mistar Urdd #

-There was an incident at the 1978

-Llangollen International Eisteddfod.

-I've now arranged

-to meet a former colleague...

-..on the

-Llangollen Eisteddfod field.

-It's a chance for Selwyn and I to

-reminisce about the trouble we had!

-# Oh,

-I'm wearing Mistar Urdd knickers

-# I stole them

-when no-one was watching #

-I wanted to bring a stall here

-to reach a wider market.

-I asked for the support of

-Lady Edwards, the Urdd President.

-She had contacts here.

-Lady Edwards

-wrote a letter of support.

-We were granted permission

-to be here.

-People had a huge shock...

-..when we arrived

-and set out all the merchandise!

-It was quite new and alien to them.

-Do you remember

-what drew the most attention?

-Of all the Mistar Urdd

-merchandise...

-..the knickers

-received most attention!

-# Oh,

-I'm wearing Mistar Urdd knickers

-# I'm wearing Mistar Urdd knickers #

-They came to talk to you.

-They thought

-we were only distributing pamphlets!

-We were sent packing!

-We had to load the van and leave.

-But we had a lot of attention

-and publicity...

-..not only in Wales, but

-in the English newspapers, too.

-And of course

-a successful PR campaign...

-..needed an accompanying record.

-I was in the office next to Wynne's.

-I worked for the Eisteddfod, and he

-was responsible for the publicity.

-He asked me to have a go

-at writing a song.

-I often think if the Urdd colours

-were brown, blue and pink...

-..the rhyme would have suffered!

-# Hey, Mistar Urdd,

-in your red, white and green #

-The original record is quite basic.

-We recorded it

-at Stacey Road studio.

-We gathered a rather

-basic bunch of musicians, too!

-Wynne wanted Emyr Wyn to sing it.

-He had been on the Urdd staff

-for 6 months.

-He was starting out

-as a children's TV presenter.

-His fellow presenter,

-Hywel Gwynfryn...

-..was going through a phase

-of wanting to play the drums!

-He was roped in to play the drums.

-I think I'm right in saying he never

-played the drums on a record again!

-# I was a timid, innocent lad #

-We persuaded Ray to sing a song.

-Y Fi A Mistar Urdd A'r Crysau Coch

-was a very popular song.

-We needed to write a song

-that would suit him.

-I knew he liked country music

-and Dafydd Iwan.

-I kept the melody simple...

-..and wrote words

-that he himself could have written.

-# They were my heroes #

-The support of Ray,

-the Welsh goalkeeper Dai Davies...

-..and Nerys Hughes the actress...

-..boosted the campaign.

-# He's our greatest hero,

-Mistar Urdd #

-Mici Plwm recorded a song called

-Dyma Fi Mistar Urdd.

-That's the song we used...

-..on the tour of Wales

-when Mistar Urdd came to life.

-We organized a big event in Cardiff.

-Sophia Gardens was the ideal

-venue for this sort of occasion.

-It was packed.

-# Here I am, Mistar Urdd

-# Wearing white, red and green!

-# Here I am, Mistar Urdd #

-Mistar Urdd went on

-a twelve-week tour around Wales.

-We started in the Valleys,

-and worked our way to West Wales...

-..through Mid Wales

-and to the North.

-The Mistar Urdd merchandise

-sold well.

-It was a substantial

-source of income.

-# Calling on everyone #

-Mistar Urdd has changed his image

-many times over the years...

-..like the movement itself.

-It now has over 50,000 members.

-But as the Urdd

-approaches its centenary...

-..what exactly was the contribution

-of the three-coloured creature?

-The greatest change

-that Mistar Urdd achieved...

-..was that it became

-the members' movement.

-If they showed an interest...

-..then, we catered for them.

-The members led the way.

-There was

-greater provision for them.

-It's hard to say what would have

-happened without Wynne's ideas...

-..especially Mistar Urdd.

-The Urdd was in a bit

-of a hole following the Investiture.

-Who knows what would have happened?

-Wynne and Mistar Urdd

-made a huge contribution...

-..to keep the movement going, taking

-it forward to where it stands today.

-# Hey, Mistar Urdd

-# In your red, white and green!

-# There's always

-a lot of fun around you! #

-S4C Subtitles by GWEAD

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