The one and only Smokey Bear turned 80 on Friday. The U.S. Forest Service hosted celebratory events across the nation.

The Ad Council is behind the imaging of Smokey Bear and other PSA campaigns. Group Lead Campaign Director Tracy Danicich says that in addition to making a significant impact on the reduction of wildfires in our country, he has also become part of American culture. 

“He’s been on postage stamps. He’s been to outer space. He’s met presidents all to connect us with our own personal responsibility to help prevent unwanted accidental wildfires,” said Danicich. “So he’s had a big impact on creating awareness of who he is, but also his message and bringing us closer to these really tangible ways that we can help protect the magnificent wildlands that we all appreciate and love so much about our country.”

The Ad Council has worked with FCB as the ad agency since the beginning of the campaign, representing the longest agency-client relationship in the country. 

“ We found early on that people really connected with this character. His gravitas and stoicism has always really connected with Americans as well as his friendliness and warmth,” explained Danicich.

While the mascot is now seen animated on television ads or as a mascot worn by the DNR or others, there used to be a living symbol of Smokey Bear. A small bear cub was found in a wildfire in New Mexico, injured by the forest fire. Once saved, the cub was flown to the zoo in Washington. 

“People, his fans, Americans loved him so much and connected with him so much that they wrote him fan mail, and he got so much fan mail that he had to have his own zip code. So Smokey and the President today are the only two Americans with their own zip code,” said Danicich.

Now found on social media, the image of Smokey Bear has evolved enough to remain fresh and relevant while keeping him familiar to those who have grown up seeing him. His iconic hat, jeans, and belt buckle have remained the same. 

The tagline, however, did change slightly. Smokey Bear used to say, “Only you can prevent forest fires” but can now be heard saying, “Only you can prevent wildfires.” This slight adjustment reflects the variety of wildlands that can be impacted by fires, keeping Smokey Bear’s tips relevant to anyone outdoors. 

“People recognize this isn’t just a character from the 50s. This isn’t something an issue that was important to previous generations. This is important now more than ever,” said Danicich. 

The Smokey Bear ads shown in the video on the top of this article have been provided by the Ad Council, the U.S. Forest Service, and the National Association of State Foresters. More information about Smokey Bear’s history as well as tips on how you can prevent wildfires can be found at this link. There is also a timeline of ads from the 1940s to the 2020s.