“Only YOU can prevent wildfires.” Smokey Bear has advocated fire safety and prevention since 1944.

At 80 years old, Smokey is the centerpiece of the longest-running public service announcement campaign in U.S. history.

From the beginning, Smokey has been an icon with an “unparalleled” ability to connect with the American public, according to the U.S. Forest Service.

Smokey’s familiar image as a “stern but approachable steward of the forest,” was aided by artist Rudy Wendelin and a series of popular public service announcements, posters and advertisements.

“Through the decades, countless Americans have grown up with Smokey and associate childhood outdoor memories, spent alongside friends and family, with his lessons,” Tracy Danicich, vice president and group campaign director for the Ad Council, told the Capital Press.

The Ad Council is a nonprofit organization that produces, distributes and promotes PSAs on behalf of various groups, including nonprofit organizations, non-governmental organizations and federal agencies.

“When Smokey talks about extinguishing hot coals, people remember their parents teaching them around a campfire,” Danicich said. “For so many Americans, Smokey is a cultural icon.”

Fire prevention

Nearly 9 of 10 wildfires are caused by humans, according to the Forest Service.

Over time, the number of fires has decreased, but the number of acres burned has increased.

During the 1990s, an average of 78,600 wildfires burned 3.3 million acres each year, according to the Congressional Research Service. Since 2000, an average of 70,025 wildfires has burned 7 million acres each year.

The shift is attributed to more and drier wildfire fuel, according to the Western Fire Chiefs Association.

Wildfires caused by lightning tend to be slightly larger and burn more acreage than human-caused fires, according to the research service.

From 2012 to 2022, an average of 64% of the area burned by wildfires nationwide was federal land, according to the research service. More wildfires occur in the East, but larger wildfires occur in the West.

“Smokey’s message has never been more important,” Danicich said.

Smokey’s history

Smokey’s original 1944 catchphrase was: “Smokey Says — Care Will Prevent 9 out of 10 Forest Fires.”

In 1947, it became “Remember … Only YOU Can Prevent Forest Fires.”

In 2001, Smokey’s message evolved into “Only YOU can Prevent Wildfires,” in response to the outbreak of wildfires in areas other than forests, and to clarify that Smokey promotes the prevention of all unwanted and unplanned outdoor fires.

Smokey’s wildfire safety message continues to reflect the most problematic starts of unwanted, human-caused wildfires, offering tips for campfire safety, backyard debris burning and proper equipment use and maintenance.

The Smokey Bear Wildfire Prevention campaign began with World War II, according to the Forest Service.

In the spring following the attack by Japanese planes on Pearl Harbor in December 1941, Japanese submarines surfaced near the Santa Barbara, California, coast and fired shells that exploded at an oil field close to the Los Padres National Forest.

This raised concerns about shells potentially exploding in forests and creating wildfires, while experienced firefighters and other able-bodied men were deployed in the military. Protection of forests became a matter of national importance.

The Forest Service organized the Cooperative Forest Fire Prevention program with the help of the War Advertising Council and the Association of State Foresters, creating posters and slogans, including “Forest Fires Aid the Enemy,” and “Our Carelessness, Their Secret Weapon.”

Walt Disney allowed the CFFP program to use characters from the 1942 movie “Bambi” on a 1944 poster, proving the success of using an animal as a fire prevention symbol. Disney loaned the characters to the campaign for one year.

“The CFFP would need to find an animal symbol that would belong to them, and nothing seemed more fitting than the majestic, powerful (and also cute) bear,” according to the Forest Service website about Smokey’s history.

The Forest Service authorized the creation of Smokey Bear on Aug. 9, 1944, and artist Albert Staehle delivered the first poster in October, depicting a bear pouring a bucket of water on a campfire.

As Smokey became more popular and attracted more commercial interest, Congress passed a law that removed Smokey from the public domain and placed him under the control of the secretary of agriculture.

The law provided for the use of collected royalties and fees for continued wildfire prevention education.

Real-life cubs

In 1950, a lone bear cub was rescued following a wildfire in the Capitan Mountains of New Mexico.

He had taken refuge in a tree, escaping with badly burned paws and hind legs, which were treated and bandaged.

As word spread, the state game warden offered to present the cub to the Forest Service as long as he would be dedicated to a conservation and wildfire prevention publicity program.

The cub was soon on his way to the National Zoo in Washington, D.C., becoming the “living symbol” of Smokey Bear.

Smokey received gifts of honey and so many letters he received his own ZIP code.

He remained at the zoo until his death in 1976. He is buried at the Smokey Bear Historical Park in Capitan, New Mexico.

Another orphaned black bear cub, “Smokey II,” became the second live representation of Smokey Bear from 1975 until his death in 1990.

Rules for Smokey

As part of his 80th birthday celebration, Smokey will appear in parades, throw out the first pitch at baseball games and spread his message at national and state forests, as well as celebrating on social media, sharing Smokey memories and artifacts as part of his “Decades Tour.”

Individuals who use the costume agree to use Smokey only to further public information, education and wildfire prevention.

Rules include keeping the costume out of sight before and after use, being accompanied by an appropriately uniformed escort at public appearances and the use of a round-point shovel and bucket.

“Let the visitor initiate a hug, paw-shake or other greeting,” the rules state. “Spreading his arms or extending a paw, and waiting, is a good way for Smokey to let them know it’s OK to be approached.”

An individual must never speak during an appearance, never appear in less than full costume and never appear at events where wildfire messaging is not conveyed.

There are currently four authorized manufacturers of Smokey Bear costumes, according to the Forest Service. Costume manufacturers can only sell Smokey costumes to federal agencies, state forestry agencies and other organizations specifically authorized by the Forest Service or state foresters.

Message to farmers

“Farmers and ranchers do the critical work of caring for and preserving our nation’s natural resources,” said Danicich, the campaign director. “Preventing unintentional wildfires is crucial for protecting those resources, along with lives and property. Simple steps like obeying burn bans, maintaining equipment, checking tow chains, and being cautious with outdoor activities can make a big difference. And finally, raising awareness about wildfire prevention can reduce the potential of unwanted human-caused wildfires.”

Smokey’s future

After eight decades, much about Smokey remains the same, including his impactful “Only you” message, and iconic jeans, hat and belt.

Equally important is ensuring that the public recognize him as current and relevant.

“Today, you can find Smokey on social media, bring Smokey into your homes on games and books and apparel and of course see him in (public service announcements) anywhere you go,” Danicich said. “And as always, through this year and far beyond, Smokey will continue to remind Americans of their personal responsibility in avoiding unwanted human-caused wildfires as they live and recreate in and near our nation’s forests and wildlands.”

Name: Smokey Bear

Age: 80

Occupation: Wildfire prevention and advertising icon

Species: American black bear

Hobbies: Camping, hiking, helping Americans prevent wildfires

Favorite foods: “Smokey’s favorite foods are ‘forest takeout’: ants and other insects, salmon or trout, bark, plants, roots and berries. And honey, too, of course!”

What’s in a name? In 1952, Steve Nelson and Jack Rollins wrote the popular anthem that would launch a continuous debate about Smokey’s name. To maintain the rhythm of the song, they added “the” between “Smokey” and “Bear.”

Due to the song’s popularity, Smokey Bear has been called “Smokey the Bear” by many adoring fans, but, in actuality, his name never changed. He’s still Smokey Bear. (U.S. Forest Service)

Website: https://smokeybear.com/