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“Only YOU Can Prevent Wildfires”… we’ve all heard the slogan before, probably from a bear with a very deep voice. Who is the icon behind this message, and how did it come to be?
Smokey Bear – intentionally spelled with an “e” – is the mascot of the U.S. Forest Service, and the soothsayer of all things related to forest fires. The longest running public service campaign in U.S. history, Smokey has been reminding us to take fire care since 1944. Over the years, he has been voiced by at least nine actors, most recently since 2008 by Oscar nominee Sam Elliott.
The history of Smokey Bear takes us back to World War II. At various times during the war, the Japanese military sent fire balloons toward the United States, hoping to spark wildfires and create chaos. In 1942, it became obvious to the U.S. government that being careless with your campfire (and thus starting a wildfire) would hurt the war effort, and so an ad campaign was formed.
Coincidently, the movie Bambi debuted in August 1942, and the campaign was able to use the deer for the first two years. However, the character Bambi was retired in 1944, and the government needed a new spokes-animal. Thus, on August 9, 1944, Smokey Bear was created.
His first ad poster showed the advice of the campaign, showing the bear pouring a bucket of water on a campfire and reminding readers that “Smokey Says – Care will prevent 9 out of 10 forest fires!” The poster showed the mascot in what became his iconic clothing set – a pair of jeans and a brimmed hat. Although the message has remained the same, Smokey’s motto has changed a little over the years. From 1947 through 2001, he said “Remember… only YOU can prevent forest fires” – a reminder to campers to keep attentive to their fire when camping. That motto was updated once again in 2001 to its current wording, to bring the same attention to wildfires that weren’t of forest origins.
Over the years, Smokey has become an indelible part of American culture. The tall, burly and shirtless black bear – technically the property of the Department of Agriculture – has been featured on postage stamps, on signs at entrances to state and national forests and parks from coast to coast, on countless posters and in numerous doll and action figure forms. One particular doll in the 1950s invited children to mail in an application to become a Junior Forest Ranger – more than 500,000 young Americans took the oath to help prevent forest fires.
Here’s a few more fun facts about our favorite ursine character (sorry, Yogi and Boo Boo):
For decades, an actual living Smokey Bear existed. In 1950, a three-month old cub was found in a tree trying to escape a wildfire in New Mexico. The bear sustained burns on its paws and legs, and its story caught the attention of people throughout the country. The bear was later transferred to the National Zoo in Washington, D.C., where he had his own ZIP code, and lived until 1976. His death led to obituaries in the Washington Post and Wall Street Journal.
Officially, there is no “the” in his name. A popular song named “Smokey the Bear” was released in 1952, with the extra word added to maintain the song’s rhythm. Countless books and other media used this term, perpetuating the three-word name.
As Smokey rolls along through his eighth decade of service, he remains one of the best-known ad icons. According to the Ad Council, more than 80 percent of outdoor enthusiasts recognize his image and can correctly identify his message. His visage, often present as you approach a campground stands as a reminder to use extreme caution when handling a campfire.
Story Image: One of many posters featuring Smokey Bear, this one detailing his “A-B-C’s” circa 1963 (South Carolina Forestry Commission Archives)