Smokey Bear

Smokey Bear is an American campaign and advertising icon of the U.S. Forest Service in the Wildfire Prevention Campaign, which is the longest-running public service announcement campaign in United States history. The Ad Council, the Forest Service, and the National Association of State Foresters, in partnership with the creative agency FCB, use the character of Smokey Bear to educate the public about the dangers of unplanned human-caused wildfires. The first campaign featuring Smokey began in 1944; it used the slogan "Smokey Says – Care Will Prevent 9 out of 10 Forest Fires". (Smokey's name has always intentionally been spelled differently from the adjective "smoky".) In 1947, the slogan was changed to "Remember... Only YOU Can Prevent Forest Fires." This version of the slogan was used continually in Smokey Bear campaigns until April 2001, when the message was officially updated to "Only You Can Prevent Wildfires." This change was made in response to a massive outbreak of wildfires occurring in natural areas other than forests (such as grasslands), and to clarify that Smokey was promoting the prevention of unplanned outdoor fires, not prescribed burns. Smokey has also been given additional lines to say throughout the years. According to the Ad Council, in 2018, 80% of outdoor recreationists correctly identified Smokey Bear's image, and 8 in 10 recognized the campaign’s public service announcements. Smokey Bear's name and image are protected by the Smokey Bear Act of 1952 (16 U.S.C. 580 (p-2); previously also 18 U.S.C. 711).