Willy, formally known as Willing Water, was a mascot introduced by the American Water Works Association (AWWA) in the late 1940s to raise public awareness about the vital community services provided by member water utilities.

Also known as Willie, the mascot represented the “spirit of water service” and starred in Association and member advertising, publicity photos and bill inserts across the United States, often with the slogan, “Water at Your Service.” 

Willing offered helpful water-saving tips and appeared in numerous water sector publications, including a comic book and a cookbook, until his retirement in 1990.