I remember hearing Smokey Bear’s signature line for the first time as a little girl sitting in front of the TV: “Only you can prevent forest fires.” The line created a new awareness in me: that even the smallest actions could make a difference and that everyone had an important role in protecting our communities against wildfires. Even me.
Smokey Bear, a beloved fixture in our culture and the face of the longest-running PSA campaign in American history, turns 80 this year on Aug. 9, and his popularity and impact continue to inspire millions to protect and preserve our natural resources.
For many of us, growing up with Smokey meant more than just learning about fire safety. It was about spending time outdoors with loved ones, gathering around a campfire, sharing stories, laughter and unforgettable moments together.
The story of Smokey Bear and his wildfire prevention campaign is a fascinating journey through American history, one that speaks to the power of a singular message and the ability to evolve with changing times. It represents over 80 years of partnership between the Ad Council, the USDA Forest Service, the National Association of State Foresters and FCB, jointly creating Smokey Bear in response to an increased threat of wildfires in the U.S. during World War II.
America, meet Smokey Bear
Smokey made his first appearance on a campaign poster created by artist Albert Staehle in 1944. The poster featured Smokey’s original slogan, “Smokey says, care will prevent 9 out of 10 forest fires,” and showed him pouring a bucket of water on a campfire. This was the beginning of a decades-long campaign that continues to this day.
As Smokey gained popularity in the 1950s and 1960s, we launched the “ABC” campaign, a nationwide effort to educate the public about wildfire prevention in three simple steps: Always break matches in two, be sure fires are out cold, and crush all smokes dead.
This era also marked the first time Smokey’s message reached Americans directly in their homes through a new device that would change everything—the television. Celebrities like Bing Crosby and Roy Rogers lent their voices to support the cause. Smokey also hit store shelves with merchandise including toys and comic books.
In a 1975 radio spot, Ray Charles voiced Smokey, echoing his call for greater accountability. This message was in keeping with the powerful work of the decade, which showed people the devastating effects of carelessness with matches.
In the 1980s, B.B. King, Leonard Nimoy and even the Grateful Dead helped raise awareness about wildfire prevention. In that same decade, issued by the United States Postal Service in 1984 and created by artist Rudy Wendelin, the Smokey postage stamp was part of Smokey’s 40th birthday celebration. At 40 years young, he was just getting started.
Evolving, not changing, with the times
Before long, the internet changed everything again, and Smokey went digital. The secret: Recreating online what had worked so well before. As the original trusted messenger, Smokey expanded his reach just as he had done with television—by meeting people where they are, while staying true to his message all along.
In the early 2000s, Smokey’s catchphrase was updated to its current version—”Only you can prevent wildfires”—in response to a massive outbreak of wildfires in areas other than forests. This change broadened Smokey’s reach and resonance beyond impacting individuals in or near America’s forests, reminding people in suburban and rural areas that they also have an important role in preventing wildfires.
Never stop innovating
Even after 80 years, Smokey remains a powerful influencer, leveraging his robust social media platforms to engage with memes and other influencers to amplify his reach, while at the same time providing a platform for new generations of followers to engage with him and his message of wildfire prevention in real-time. He has even become an emoji.
Along the way, celebrities like Stephen Colbert, Al Roker, Jeff Foxworthy and Betty White have added their voices to the cause. The latest is Emmy-nominated actor Brian Tyree Henry, who helped us commemorate Smokey’s legacy this year.
The secret to Smokey’s success—besides his iconic ranger hat and stylish blue jeans—is his singular message of wildfire prevention and his ability to adapt that message to engage new generations. His iconic run offers several lessons for brands and advertisers: adapt to change, connect deeply with your audience, inspire personal accountability, and never stop innovating.
As wildfires continue to pose a significant threat to communities and our wildlands across America, Smokey’s enduring message serves as a beacon of hope and a call to action for us all.