America's beloved wildfire prevention icon
and the longest-running PSA campaign is recognized nationwide for
eight decades of impact
WASHINGTON, Aug. 9, 2024
/PRNewswire/ -- Today, Smokey Bear
celebrates eight decades of educating Americans about the role they
play in preventing unwanted human-caused wildfires. From his
origins during World War II when fears of incendiary shells led to
his emergence as a symbol of fire prevention, Smokey's "Only You"
message has since become ingrained into American culture through
thousands of posters, radio ads, TV spots, billboards, and
merchandise. To honor 80 years of Smokey
Bear, the USDA Forest Service (USFS), the National
Association of State Foresters (NASF), FCB New York and the Ad
Council are inviting the public to join Smokey's birthday
celebrations and be part of his wildfire prevention legacy.
Smokey's image was cemented as a mainstay of American culture by
the imagination of advertising agency FCB, the campaigns' founding
pro-bono creative partner, the artwork of Rudy Wendelin and the celebrities that brought
their unique charm to the campaign, including Bing Crosby,
Ray Charles, Stephen Colbert, Al
Roker, Betty White,
Sam Elliott and most recently,
Brian Tyree Henry. Through decades
of campaign materials, themed postage stamps featuring Smokey, his
presence in state and national forests, mentions in songs like
"Drive-In" by The Beach Boys, countless toys and more, his timeless
message has reached generations of Americans – establishing him as
the beacon of wildfire prevention.
Alongside the nostalgic Decades film recently developed by FCB
New York, friends and supporters of Smokey
Bear are encouraged to join in a series of commemorations
throughout the year. These include influencer and brand
collaborations, social media activations, and events such as tree
lightings, local appearances, birthday celebrations, and his
participation in the Macy's Thanksgiving Day Parade, all
highlighting his top wildfire prevention tips.
On August 9, dozens of influencers
like The Retirement House, Grandma Droniak and Carol Starr are welcoming Smokey to his eighties
through custom social content, with other icons like Bill Nye, Mychal
Threets, the Bennet Gang and
Sparky the Fire Dog showing up by amplifying important wildfire
prevention education for the next generation of outdoor
enthusiasts.
Additionally, The Weather Channel, the flagship consumer brand of
The Weather Company, will be releasing brand-new PSAs oriented
around wildfire prevention tips to honor Smokey Bear.
The campaign is supported by the media agencies Hearts &
Science and Starcom, who are each extending the reach of the
latest creative via donated media provided by multiple media
partners. Smokey's 80th birthday will also be supported throughout
the year by a variety of partners, including The Atlantic, Branded
Cities, Buzzfeed, Dotdash Meredith, LiveIntent, Nativo, National
CineMedia (NCM), Pinterest, Roku, SiriusXM Media, and the Weather
Channel.
"When I speak to our work at the Ad Council, naturally
Smokey Bear is one of the first
campaigns that comes to mind because it embodies the long-standing
impact and issue recognition we aim to achieve across everything we
do." said Lisa Sherman, President
and CEO of the Ad Council. "A public service campaign with this
longevity, scope and impact is unprecedented, and we look forward
to spreading Smokey's message of wildfire prevention for many years
to come."
"For 80 years, Smokey Bear has
been a symbol for wildfire prevention, educating generations of
Americans about their personal responsibility in preventing
unplanned human-caused wildfires," said Forest Service Chief Randy
Moore. "Celebrating this major milestone with our partners brings
attention to Smokey's message, which is as relevant today as it was
in the past and will be long into the future."
"Our forestlands, like Smokey himself, are integral to
American culture. Our nation relies on healthy, managed forests for
everything from clean air and water to economic prosperity,
sustainable forest products, wildlife habitat, outdoor recreation,
and much more," said NASF President and South Carolina State
Forester Scott Phillips. "The endurance of Smokey's wildfire
prevention message speaks to the role of every individual in that
management. State Foresters do everything they can to protect our
forests and mitigate disasters, but only you can prevent
wildfires."
In addition to honor Smokey's 80-year milestone, the USFS, NASF,
Ad Council, and FCB are proud to highlight their long-standing
partnership and commitment to wildfire prevention. By adapting to
the ever-changing landscape of media and communication for the past
80 years, they have ensured that Smokey's vital message not only
remains relevant but continues to resonate across generations
through a variety of mediums. Together, they have strategically
amplified and maintained Smokey's simple yet effective message,
evolving him into one of the most recognized wildfire prevention
icons.
To join the party, wish Smokey a happy birthday on Instagram,
Facebook and X with #SmokeyBear80 and #OnlyYou, and visit
SmokeyBear.com.
About U.S.D.A. Forest Service
The Forest Service is the agency responsible for overseeing the use
of Smokey Bear in cooperation with
the National Association of State Foresters and the Ad Council. The
Forest Service manages 193 million acres of national forests and
grasslands for the American Public. Its mission is to sustain the
health, diversity, and productivity of the Nation's forests and
grasslands to meet the needs of present and future
generations.
About National Association of State Foresters
Since its start in 1920, the National Association of State
Foresters (NASF) has served as a leading authority on forest
management in the United States.
NASF's members are the primary delivery system for forest
management activities nationwide. They conserve, enhance, and
protect state and private forests, which encompass nearly
two-thirds of the nation's forests, and are responsible for
wildfire protection on more than 1.5 billion acres. Learn more at
www.stateforesters.org.
About The Ad Council
The Ad Council convenes creative
storytellers to educate, unite and uplift audiences by opening
hearts, inspiring action and accelerating change around the most
pressing issues in America. Since the non-profit's founding, the
organization and its partners in advertising, media, marketing and
tech have been behind some of the country's most iconic social
impact campaigns – Smokey Bear, A
Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the
Paper Ceiling and many more. With a current focus on mental health,
gun safety, the opioid epidemic, skill-based hiring and other
critical issues, the Ad Council's national campaigns encompass
advertising and media content, ground game and community efforts,
trusted messenger and influencer engagement, and employer programs,
among other innovative strategies to move the needle on the most
important issues of the day.
To learn more or get involved, visit AdCouncil.org, join the Ad
Council's communities on Facebook, Instagram, LinkedIn and Twitter,
and view campaign creative on YouTube.
About FCB New York
FCB New York has been
recognized globally for using creativity as an economic multiplier
to drive meaningful business results for its clients, including AB
InBev, the FDA, LISTERINE, The New York Mets and Spotify. In 2024
alone, FCB New York climbed the World Creative Rankings and was
named 'Agency of the Year' at The One Show and D&AD and won an
Emmy in Sports for Michelob Ultra's 'Dreamcaster.'
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SOURCE The Ad Council