America’s beloved symbol of wildfire prevention and longest-running PSA campaign is recognized nationally for eight decades of impact
WASHINGTON, 9 August 2024 /PRNewswire/ — Today, Smokey Bear celebrates eight decades of educating Americans about their role in preventing unwanted, man-made wildfires. From its origins in World War II, when fear of incendiary grenades led to its emergence as a symbol of fire prevention, Smokey’s message of “Only You” has since permeated American culture through thousands of posters, radio ads, television spots, billboards and merchandise. In honor of 80 years Smokey Bearthe USDA Forest Service (USFS), the National Association of State Foresters (NASF), FCB New York and the Ad Council invite the public to join Smokey’s birthday celebration and become part of his legacy in wildfire prevention.
Smokey’s image was established as a pillar of American culture through the imagination of advertising agency FCB, the founding partner of the campaign, and the artistic work of Rudy Wendelin and the celebrities who brought their unique charm to the campaign, including Bing Crosby, Ray Charles, Stephen Colbert, Al Roker, Betty White, Sam Elliott and finally Brian Tyree Henry. Through decades of campaign materials, themed Smokey-themed stamps, his presence in state and national forests, mentions in songs like the Beach Boys’ “Drive-In,” countless toys and more, his timeless message has reached generations of Americans — making him a beacon of wildfire prevention.
In addition to the nostalgic Decades film recently developed by FCB New York, Smokey Bear are encouraged to participate in a series of commemorative activities throughout the year, including collaborations with influencers and brands, social media activity, and events such as tree lightings, local appearances, birthday parties, and his participation in the Macy’s Thanksgiving Day Parade, which will highlight his top wildfire prevention tips.
To 9 AugustDozens of influencers like The Retirement House, Grandma Droniak and Carol Starr welcome Smokey into his eighties through custom social content, with other icons like Bill Nye, Mychal TridentThe Bennett Gang and Sparky the fire dog is there, engaging the next generation of outdoor enthusiasts in important wildfire prevention education.
In addition, The Weather Channel, The Weather Company’s leading consumer brand, will release brand new PSAs focusing on wildfire prevention tips to Smokey Bear.
The campaign is supported by media agencies Hearts & Science and Starcom, who will extend the reach of the latest creative content through media provided by multiple media partners. Smokey’s 80th birthday will also be supported by various partners throughout the year, including The Atlantic, Branded Cities, Buzzfeed, Dotdash Meredith, LiveIntent, Nativo, National CineMedia (NCM), Pinterest, Roku, SiriusXM Media and the Weather Channel.
“When I talk about our work at the Ad Council, Smokey Bear is one of the first campaigns that comes to mind because it embodies the long-term impact and problem recognition that we want to achieve with everything we do,” said Lisa ShermanPresident and CEO of the Ad Council. “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.”
“For 80 years Smokey Bear is a symbol of wildfire prevention and has educated generations of Americans about their personal responsibility in preventing unplanned, human-caused wildfires,” said Forest Service Director Randy Moore. “Celebrating this important milestone with our partners draws attention to Smokey’s message, which is as relevant today as it was in the past and will continue to be long into the future.”
“Our forests, like Smokey himself, are an integral part of American culture. Our nation depends on healthy, managed forests for everything from clean air and water to economic prosperity, sustainable forest products, wildlife habitat, outdoor recreation and more,” said Scott Phillips, NASF president and South Carolina State Forester. “The consistency of Smokey’s message on wildfire prevention speaks to the role everyone plays in that management. The state’s foresters are doing everything they can to protect our forests and mitigate disasters, but only you can prevent wildfires.”
In addition to honoring Smokey’s 80th anniversary, USFS, NASF, Ad Council and FCB are proud to highlight their long-standing partnership and commitment to wildfire prevention. By adapting to the ever-changing media and communications landscape over the past 80 years, they have ensured that Smokey’s important message not only remains relevant, but continues to resonate across generations through a variety of media. Together, they have strategically amplified and sustained Smokey’s simple yet effective message, making him one of the most recognized icons in wildfire prevention.
To join the party, wish Smokey a happy birthday on Instagram, Facebook and X using #SmokeyBear80 and #OnlyYou and visit SmokeyBear.com.
About the USDA Forest Service
The Forest Service is the competent authority for monitoring the use of Smokey Bear in partnership with the National Association of State Foresters and the Ad Council. The Forest Service manages 193 million acres of national forests and grasslands for the American public. Its mission is to maintain the health, diversity, and productivity of the nation’s forests and grasslands to meet the needs of present and future generations.
About the National Association of State Foresters
Since its founding in 1920, the National Association of State Foresters (NASF) has been a leading authority on forestry in the United States. NASF members are the primary system for conducting forestry activities across the country. They maintain, enhance and protect state and private forests, which comprise nearly two-thirds of the nation’s forests, and are responsible for wildfire protection on over 1.5 billion acres. For more information, visit www.stateforesters.org.
About The Ad Council
The Ad Council brings together creative storytellers to inform, unite and uplift audiences by opening hearts, inspiring action and accelerating change on America’s most pressing issues. Since the nonprofit’s founding, the organization and its partners in advertising, media, marketing and technology have produced some of the country’s most high-profile social impact campaigns – Smokey BearA Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the Paper Ceiling and many more. With a current focus on mental health, gun safety, the opioid epidemic, skills-based hiring and other critical issues, the Ad Council’s national campaigns include advertising and media content, groundwork and community initiatives, engagement with trusted messengers and influencers, employer programs and other innovative strategies to advance the most important issues of the day.
To learn more or get involved, visit AdCouncil.org, join the Ad Council communities on Facebook, Instagram, LinkedIn and Þjórsárdalurand watch the campaign creation on YouTube.
About FCB New York
FCB New York has received global recognition for using creativity as an economic multiplier to drive meaningful business results for its clients, including AB InBev, the FDA, LISTERINE, the New York Mets and Spotify. In 2024 alone, FCB New York rose in the World Creative Rankings, was named “Agency of the Year” at The One Show and D&AD, and won an Emmy in the Sports category for “Dreamcaster” by Michelob Ultra.
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