Smokey Bear: The Real Story of a Wildfire Icon

Smokey Bear is one of the most enduring figures in American culture and a recognized symbol of wildfire prevention. His image and message have been a staple of public service announcements for decades, educating generations on outdoor safety. This connection began during World War II and was solidified by the story of a real-life bear cub.

The Creation of an Icon

The concept of Smokey Bear emerged from a national security concern during World War II. After a Japanese submarine shelled an oil field near California’s Los Padres National Forest in 1942, fears arose that enemy-induced wildfires could damage the home front. With many experienced firefighters serving overseas, protecting the nation’s timber resources became a priority. The U.S. Forest Service and the Wartime Advertising Council (now the Ad Council) initiated the Cooperative Forest Fire Prevention (CFFP) program to raise public awareness.

Initial campaigns used slogans like “Forest Fires Aid the Enemy.” Following a successful one-year campaign featuring Disney’s Bambi, the CFFP decided it needed its own permanent animal mascot. On August 9, 1944, the character of a bear was authorized, and artist Albert Staehle created the first poster depicting a bear pouring water on a campfire.

The Living Symbol of Smokey Bear

Six years after the character’s creation, a real bear cub gave the campaign a living embodiment. In the spring of 1950, the Capitan Gap fire burned 17,000 acres in New Mexico’s Lincoln National Forest. Firefighters discovered a lone American black bear cub clinging to a charred tree, suffering from severe burns on his paws and hind legs.

Initially nicknamed “Hotfoot Teddy,” the cub was placed in the care of a New Mexico game warden. After receiving veterinary treatment, the cub was renamed Smokey. His story of survival captured national attention, and the Forest Service arranged for him to be flown to the National Zoo in Washington, D.C., as the living symbol of wildfire prevention.

Smokey became a celebrity at the zoo, receiving so many letters he was given his own zip code: 20252. He lived there for 26 years as a beloved national figure. Upon his death in 1976, his body was returned to New Mexico and buried at the Smokey Bear Historical Park in Capitan, the forest where he was found.

Smokey’s Evolving Message

The campaign’s slogan has been refined over the years. The first poster in 1944 featured the message, “Smokey Says – Care Will Prevent 9 out of 10 Forest Fires.” In 1947, the Ad Council coined the more personal phrase, “Remember… Only YOU Can Prevent Forest Fires,” which became synonymous with the character for over 50 years.

A significant update occurred in 2001 when the slogan was changed to “Only YOU Can Prevent Wildfires.” The term “wildfires” was adopted to encompass fires in grasslands and other non-forested areas, broadening the message’s application. The change also helped distinguish between unplanned, human-caused fires and prescribed burns used for maintaining forest health.

Modern Wildfire Prevention Tips

Smokey’s message centers on personal responsibility and situational awareness. Key prevention tips include:

• Campfire Safety: Select a site at least 15 feet from flammable materials. Keep the fire small and contained within a fire pit, and never leave it unattended. Before leaving, completely extinguish it by dousing it with water, stirring the ashes, and feeling for heat with the back of your hand.
• Proper Disposal of Smoking Materials: Never throw cigarettes, cigars, or matches from a moving vehicle or on the ground. Extinguish them in an ashtray or on a non-flammable surface.
• Debris Burning: Check local regulations and weather conditions before burning debris, as permits may be required. Maintain a cleared area around the burn pile and have a water source ready.
• Vehicle and Equipment Sparks: Ensure vehicles and trailers have no dragging parts that could create sparks. Spark arrestors should be properly installed on all internal combustion engines used in wildland areas, such as chainsaws and ATVs.

The Smokey Bear Act and Legacy

The popularity of the character led to commercial interest. To protect the symbol’s integrity, Congress passed the Smokey Bear Act in 1952. This federal law removed the character from the public domain and placed his image under the control of the Secretary of Agriculture. This prevents unauthorized use and ensures royalties from licensed products fund wildfire prevention education.

The Smokey Bear campaign is the longest-running public service announcement in U.S. history. His enduring presence continues to remind the public of their personal role in protecting natural landscapes from human-caused fires.