I keep in mind listening to Smokey Bear’s signature line for the primary time as somewhat lady sitting in entrance of the TV: “Only you can prevent forest fires.”
The road created a brand new consciousness in me: that even the smallest actions might make a distinction and that everybody had an vital position in defending our communities towards wildfires. Even me.
Smokey Bear, a beloved fixture in our tradition and the face of the longest-running PSA marketing campaign in American historical past, turns 80 this yr on Aug. 9, and his recognition and influence proceed to encourage tens of millions to guard and protect our pure sources.
For many people, rising up with Smokey meant extra than simply studying about fireplace security. It was about spending time outdoor with family members, gathering round a campfire, sharing tales, laughter and unforgettable moments collectively.
The story of Smokey Bear and his wildfire prevention marketing campaign is an enchanting journey by way of American historical past, one which speaks to the facility of a singular message and the power to evolve with altering occasions. It represents over 80 years of partnership between the Advert Council, the USDA Forest Service, the Nationwide Affiliation of State Foresters and FCB, collectively creating Smokey Bear in response to an elevated menace of wildfires within the U.S. throughout World Struggle II.
America, meet Smokey Bear
Smokey made his first look on a marketing campaign poster created by artist Albert Staehle in 1944. The poster featured Smokey’s authentic slogan, “Smokey says, care will prevent 9 out of 10 forest fires,” and confirmed him pouring a bucket of water on a campfire. This was the start of a decades-long marketing campaign that continues to today.
As Smokey gained recognition within the Nineteen Fifties and Nineteen Sixties, we launched the “ABC” marketing campaign, a nationwide effort to coach the general public about wildfire prevention in three easy steps: At all times break matches in two, make sure fires are out chilly, and crush all smokes lifeless.
This period additionally marked the primary time Smokey’s message reached Individuals instantly of their properties by way of a brand new gadget that may change every little thing—the tv. Celebrities like Bing Crosby and Roy Rogers lent their voices to help the trigger. Smokey additionally hit retailer cabinets with merchandise together with toys and comedian books.
In a 1975 radio spot, Ray Charles voiced Smokey, echoing his name for better accountability. This message was in step with the highly effective work of the last decade, which confirmed individuals the devastating results of carelessness with matches.
