By James Patton
The British Empire service medal group pictured above, consisting of (L) the 1914 Star or 1914–15 Star or (informally) the Mons Star, (C) the British War Medal and (R) the Victory Medal, was irreverently dubbed by the veterans as “Pip, Squeak, and Wilfred.”
These three names were taken from cartoon characters in a very successful comic strip that ran in the British tabloid The Daily Mirror from 1919 to 1940 and again from 1947 to 1955. Originally the work of Bertram J. Lamb (1887–1938), who was the children’s editor of the paper and illustrator, Austin B. Payne (1876–1959), this charming and witty work featured the mongrel dog Pip, a South African penguin (Spheniscus demersus) named Squeak that had escaped from the zoo, and later on an infant long-eared European hare (Lepus europaeus) whom they called “Wilfred”, who only says "gug" and "nunc." When Wilfred joined the group, Pip assumed the paternal role and Squeak the maternal, even accessorizing with a red purse. The strip emphasized companionship, and the three characters were always depicted together.
The strip was innovative. These three ‘toons were among the first anthropomorphic animal characters in the comics. In 1921 several five-minute animated films featured them, predating Walt Disney’s Steamboat Willie by seven years. Starting in 1923, there was produced an annual book which featured all of the daily strips from the previous year, a practice which continues to the present day with many daily comic strips. The use of the term "lovely" to indicate approval or agreement was started by Squeak and has long since passed into every-day UK English.
Why did the Tommies name the service medals after these characters? Likely because the grouping was as ubiquitous as the comic strip. The officers, posh types and heroes got fancy medals, such as the DSO, DSM, DCM, or even the MC, but Tommy Atkins only got Pip, Squeak, and Wilfred.
Why were the medals regarded as common? Everyone who served honorably received them, no matter who they were, where they served or what they did. The trio set was awarded to about 2.35 million persons, and the duo set of the War Medal and the Victory Medal was bestowed upon an additional 4.5 million persons whose service was after 1915. Today an authentic three-medal set sells for prices starting at US $750 on eBay and appear to be rather rare. Three individual medals can be had for about £100 at dealers, and exact replica sets go for US $49.99 on Etsy.
You can read more about the story of the cartoon strip by clicking HERE.