• by Danielle Oster , August 9, 2024

Few mascots are as recognizable to audiences from as Smokey Bear, whether they are age five or 65.

Smokey Bear has been educating audiences about preventing wildfires for eight decades, with the character's generation-spanning “Only you” message (which debuted a few years after the character) almost as recognizable.

In honor of the 80th anniversary of the fire-safety-focused campaign built around the character, who debuted on a fire-safety poster in 1944, the USDA Forest Service National Association of State Foresters (NASF), the Ad Council, and FCB -- which has  served as partner for the PSA campaign throughout its history -- are throwing Smokey a big birthday bash.

“Smokey Bear is the longest-running PSA campaign in American history,” the Ad Council campaign director Tracy Danicich tells Marketing Daily. “Partnering with the most relevant industry and community partners and trusted voices is truly a part of Smokey’s legacy.

As a result of the continually evolving approach, Smokey has shown up a lot of places in the past 80 years. “Smokey has met presidents, been to space, graced postage stamps, and thrown out first pitches at baseball games!"

He’s flown high over NYC as a balloon in the Macy's Thanksgiving Day Parade,” Danicich says, adding that such celebrities as Ray Charles, Al Roker, and Betty White have contributed to the campaign, which extended with actor Brian Tyree Henry lending his voice to the effort in a “Decades” spot that launched earlier this year.

“And he's connected with generations of Americans at forests, parks, schools, and libraries in communities across the country,” Danicich adds. “All of these activations have extended the reach of his focused and consistent message -- helping us recognize our personal responsibility in preventing accidental wildfires, and empowering us with simple tips to protect the magnificent forests and wildlands of this country. “

On Aug. 9, the campaign will feature social content from a team of dozens of influencers, including The Retirement House, Grandma Droniak and Carol Starr welcoming Smokey to his eighties. Others, including  Bill Nye and Sparky the Fire Dog (the National Fire Protection Association's mascot since 1951) will share messages related to wildfire prevent education.

In addition, The Weather Company will release a series of new PSAs focused on wildfire-prevention tips in honor of Smokey.

The broader anniversary campaign includes media partnerships with outlets including The Atlantic, NPR, Pinterest, Starcom, and Twitch.

“The range of partners we work with reflects different ways in which we can communicate Smokey's message: donated support of our PSAs created by FCB, creating custom, contextually relevant executions of the campaign, or lending a powerful voice to extend the reach,” Danicich said.

The effort is a continuation of a long-running approach of amplifying Smokey’s message by working with culturally relevant partners and balancing consistency with evolving approaches.

“Smokey represents a powerful balance between what has remained the same, and what has changed," Danicich said,

For example, Smokey always has and always will have his iconic jeans, belt buckle, and hat, as well as his tagline. “But we keep those elements fresh and modern, evolving his appearance over time, and bringing the campaign to Americans through new channels and platforms.”

One example is making a bear at the National Zoo in Washington .D.C the "living symbol" of Smokey" in the 1960s. The activation resulted in so much fan mail being sent to the zoo’s Smokey that he was given his own zip code -- the only one other than the president to be given that distinction.