Celebrities and influencers celebrate the 80th anniversary of America’s longest-running environmental campaign through paid partnerships.
Today, Smokey Bear is in the spotlight as he celebrates his 80th birthday, marking eight decades of his iconic role in wildfire prevention. This year-long celebration brings together a variety of celebrities and creatives to honor the beloved mascot of America’s longest-running public service announcement (PSA).
The celebrations are organized by the US Forest Service (USFS), the National Association of State Foresters (NASF) and the Ad Council.
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Smokey Bear’s message, “Only you can prevent forest fires,” has become a hallmark of fire prevention and pop culture since its emergence during World War II, with celebrities such as Bing Crosby, Ray Charles and Stephen Colbert each adding their charm to the cause.
Today, the one-year anniversary celebrations will see the launch of a buzz-worthy influencer marketing push, featuring well-known figures such as scientist Bill Nye, actor Brian Tyree Henry and librarian-turned-content creator Mychal Threets, all participating through paid partnerships and using their social media accounts to spread Smokey’s fire prevention message.
The creator’s campaign has already received warm tributes from notable figures. Nye wrote on Instagram: “Happy 80th birthday, @smokeybear! Thank you for educating us over the past 80 years about our role in preventing unwanted, man-made wildfires. We are grateful for your dedication, education, and good work.”
Mychal Threets also expressed his appreciation: “Happy 80th birthday, Smokey Bear… Thanks for the wildfire prevention tips like ‘Don’t let backyard campfires burn out of sight.'”
Other contributors include Latin American artist Andrea Campos, who created a Smokey Bear illustration in her signature style, TikToker and outdoor enthusiast Gray Atkinson, and campfire cook Gigi Nguyen.
The celebrations were previously kicked off by FCB New York with a special short film titled “Decades,” released in February. This film, along with a series of print ads and out-of-home (OOH) materials, explored the evolution of Smokey’s message over the decades.
“When I talk about our work at the Ad Council, Smokey Bear is naturally one of the first campaigns that comes to mind because it embodies the long-term impact and problem recognition we strive to achieve with everything we do,” Lisa Sherman, president and CEO of the Ad Council, said in a statement to The Drum.
“A nonprofit campaign with this longevity, reach and impact is unprecedented, and we look forward to spreading Smokey’s message of wildfire prevention for many years to come.”
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The year-long celebration highlights Smokey’s continued significance and underscores the critical importance of wildfire prevention. The campaign is also supported by a variety of partners and media outlets, including The Atlantic, Branded Cities, Buzzfeed, Dotdash Meredith, LiveIntent, Nativo, National CineMedia (NCM), Pinterest, Roku, SiriusXM Media, Twitch, Uber and the Weather Channel.
The media agencies Hearts & Science and Starcom also contributed through media donations, thus increasing the reach.
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