1" celluloid carrying the name of famous Sears, Chicago sponsored radio station with the call letters standing for World's Largest Store. The station commenced officially April 12, 1924 and a week later aired its first National Barn Dance radio program, see previous item. The company's goal was to reach widely dispersed farmers and in 1928 sold the station to the Prairie Farmer Magazine whose name also appears on this button. The "Junior Guard" concept began with Herman Daake, an artist and promoter of "Safety First" ideas for the Erie Railroad, and others, including magazine columns in Prairie Farmer magazine. This magazine organized the "Junior Guard" safety legion and broadcast related programming over WLS at 5:45 Mondays. The "Safety" concept was extremely prevalent during the 1930s both in conjunction with the railroads and with automobiles. See large collections of safety theme buttons #672-674. This rare button is Mint and first we've seen.