UNITED STATES — Happy 81st birthday, Smokey Bear! The spokesbear made his debut in 1944, making the Smokey Bear Wildfire Prevention campaign the longest-running public service advertising campaign in U.S. history.
Two seemingly unrelated events led to the creation of Smokey: WWII and Disney’s “Bambi” (1942).
Forest protection became a national priority after Japanese submarines nearly ignited Los Padres National Forest in California, according to Smokey’s website. The Forest Service created the Cooperative Forest Fire Prevention program with the War Advertising Council and the Association of State Foresters, coining such slogans as “Forest Fires Aid the Enemy” and “Our Carelessness, Their Secret Weapon.”
This coincided with the popularity of “Bambi,” which put cute forest animals in the public consciousness. Disney and the Forest Service struck a deal to license “Bambi” characters for a poster, but the deal expired after one year. The success of the poster signaled that a forest animal mascot was the way to go.
On Aug. 9, 1944 the creation of Smokey Bear was authorized by the USDA Forest Service, and the first poster depicting him was unveiled the next day. Featuring art by Albert Staehle, the poster showed a bear pouring a bucket of water on a campfire. The catchphrase “Care will prevent 9 out of 10 woods fires” evolved by 1947 to the iconic “Remember… Only YOU can prevent forest fires.” In 2001, it was adjusted to “Only you can prevent wildfires.”
Another noteworthy chapter in Smokey’s history follows the live black bear who carried on the name. In 1950, a lone bear cub was discovered in a wildfire in the Capitan Mountains of New Mexico. He tried to escape the flames by climbing a tree, but emerged with badly burned paws and hind legs. A nearby rancher agreed to take him home and care for him.
His story spread across the country, earning the bear radio appearances and other publicity. The game warden of New Mexico offered the cub to the Forest Service to serve as the emblem of conservation and wildfire prevention. He took up residence at the National Zoo in Washington, D.C., to become the living incarnation of Smokey Bear. According to the Smithsonian, he weighed just 11 pounds when he arrived at the zoo, and grew to be 300 pounds.
“Smokey received numerous gifts of honey and so many letters he had to have his own zip code,” Smokey’s website reads. (Send Smokey fanmail to: Smokey Bear, Washington, DC 20252.) “He remained at the zoo until his death in 1976, when he was returned to his home to be buried at the Smokey Bear Historical Park in Capitan, New Mexico, where he continues to be a wildfire prevention legend.”
Some erroneously refer to the character as Smokey the Bear, but the Forest Service confirms that Smokey Bear is correct. The persisting misnomer got a boost from a 1952 song about Smokey, in which songwriters Steve Nelson and Jack Rollins added “the” to his name to preserve the rhythm of the song.
“Smokey Bear has been an enduring symbol of wildfire prevention for 80 years now, reminding us all that ‘Only YOU Can Prevent Wildfires,'” Ad Council VP and Group Campaign Director Tracy Danicich told Buckrail. “Through continued education and community involvement, Smokey Bear’s legacy ensures that future generations in Wyoming will remain vigilant stewards of our forests and wildlands.”
Appropriately, the big milestone falls during the height of wildfire season. For fire danger updates in the Greater Yellowstone Ecosystem, see the Smokey Bear indicator on the top right corner of Teton Interagency Fire’s website.
This story runs annually.
