Sorry this took so long. I was really puzzled over the best way to do this. Rich provided some great resource material and I was baffled at the best way to present it. It's a long story through the process but I'm happy where it ended up.
-Rich is from Alaska! So I put in mountains.
-He did environmental conservation there, hence the PSA.
-And his last name is Flood, so I thought it would be fun to incorporate that into a literal interpretation. (and he encouraged me to "embrace the weird".)
He, like many of us I'm sure, was drawn to comics at a young age and aspired to become an influence to others. He points his finger a lot too, and both of these made me think of the WWII Uncle Sam recruitment posters. Then I thought Smokey would be a more integrateable (is that a word?) component but still fall in the nostalgic poster theme. So Rich has ousted Smokey, who is in a boat, and a shovel is kind of shaped like a paddle so why not?
Josh, thanks for picking a theme that goes above and beyond made-up characters, and Rich, hope you like it, you are an interesting character!