To compete with the youthful ABC soap operas, "All My Children", "One Life to Live", and "General Hospital", CBS executives wanted a new daytime serial that was youth oriented. William J. Bell and Lee Phillip Bell created "The Young and the Restless" in 1972 for the network under the working title, "The Innocent Years!" "We were confronted with the very disturbing reality that young America had lost much of its innocence," Bell said. "Innocence as we had known and lived it all our lives had, in so many respects, ceased to exist." They changed the title of the series to "The Young and the Restless" because they felt it "reflected the youth and mood of the early seventies." The Bells named the fictional setting for the show after the real Genoa City, Wisconsin, a community on U.S. Route 12 in Wisconsin along the Illinois-Wisconsin state line located between their then-home in Chicago and their annual summer vacation spot in Lake Geneva.