A Celebration Of The Pop Culture Icon

Preventing wildfires. That is the goal behind the classic Smokey Bear campaign, which is celebrating 80 years. Launched on August 9, 1944, Smokey Bear was created by the Ad Council, the Forest Service, and the National Association of State Foresters in partnership with the creative Agency FCB to use the now iconic fictional bear to educate the public about the dangers of unplanned human-caused wildfires.

Smokey Bear’s public service ad began during World War II in 1944, as the attack on Pearl Harbor brought a greater need for fire safety messaging when firefighters were deployed overseas.

Prior to Smokey’s introduction, the animated deer Bambi was featured in the Forest Service’s fire prevention campaign.

The campaign kicked-off featuring Smokey and the slogan “Smokey Says – Care Will Prevent 9 out of 10 Forest Fires.” His slogan changed to “Remember… Only You Can Prevent Forest Fires” in 1947 and was associated with Smokey Bear for more than five decades.

While Smokey Bear is most commonly seen in picture form, there was a real-life bear that known as “Smokey Bear” who was rescued by a group of Native American firefighters in New Mexico in 1950 and was transported to The National Zoo in Washington, D.C.

In 1971, the zoo introduced “Little Smokey,” another orphaned cub rescued by the Forest Service. When Smokey retired, Little Smokey took over the mantle.

Flash to 2001, and the message from Smokey Bear was updated to “Only You Can Prevent Wildfires,” which was in response to the outbreak of wildfires in natural areas other than forests (such as grasslands), and to clarify that Smokey was promoting the prevention of unplanned outdoor fires.

According to a study by the Ad Council, 80 percent of outdoor recreationists correctly identified Smokey Bear’s image and 8 in 10 recognized the campaign public service announcements.

Firmly entrenched in pop culture, Smokey Bear’s image was used on a postage stamp.

Smokey Bear is also often seen as a float in the Macy’s Thanksgiving Parade in New York City (among other live events).

From the original message from Smokey Bear of “Care will prevent 9 out of 10 forest fires” to “Only You Can Prevent Wildfires,” the idea of preventing unplanned human-caused wildfires has remained consistent.

Happy 80th Birthday, Smokey Bear!