Smokey: The Bear With His Own ZIP Code

Smokey Bear Wildfire Prevention Campaign. Longest-running public service advertising in US history. Since 1944!

With its simple catchphrases. And proactive reminders. "Drown, stir, drown again, feel if it's cold". "Just 'cause it looks out, doesn't mean it's out".

Teaching generations of outdoor lovers. How to douse a bonfire. How to extinguish barbeque coals. And dispose of ashes. The safe way.

Cautioning them against burning debris in windy weather. And against operating equipment without spark arrestors.

But first the background ...

Sep 29, 1942

US had already entered World War II ten months prior. Enemy submarines fired shells from near Santa Barbara. Which exploded on an oil field near Los Padres National Forest.

Americans feared that such incendiary bombing on Pacific Coast forests could ignite wildfires. And potentially destroy lives, homes, property and vegetation. Including timber much needed as a building material.

Protecting forests became a matter of national importance.

Seasoned firefighters had been assigned overseas wartime duty. Citizens and communities had to deal with local wildfires by themselves. Prevention became critical.

US Forest Service initiated the Cooperative Forest Fire Prevention (CFFP) Program. Together with Ad Council. And the National Association of State Foresters (NASF). To enlighten the public. About how forest fires could sabotage the war effort. Using mottos like "Forest Fires Aid the Enemy". And "Our Carelessness, Their Secret Weapon."

To appeal to children in particular, CFFP chose a bear as its mascot. Based on Forest Service artist Harry Rossoll's preliminary caricature. Naming him Smokey. After Joseph "Smokey Joe" Martin. A heroic New York City fireman.

Aug 9, 1944

Smokey’s "birthday". The day the Forest Service approved his official creation.

Oct 10, 1944

Artist Albert Staehle revealed Smokey Bear. For the first time. Wearing jeans and his trademark ranger hat. In a colourful poster. Showing him pouring a bucket of water on a campfire. With the original tagline, "Smokey Says - Care Will Prevent 9 out of 10 Forest Fires".

Smokey quickly became popular. As a friend and guardian of the forest. He started appearing in postcards and stickers. And in comic strips.

1946

Forest Service employee Rudolph Wendelin became Smokey Bear’s official artist. And his full-time "Manager". Rudolph gave him a more human personality. Adding Smokey’s name to his hat and belt buckle. He also coached other artists. To ensure a consistent look and feel for Smokey.

1947

Ad Council changed the Campaign mantra to "Remember ... Only You Can Prevent Forest Fires".

May 1950

Firefighters rescued a five-pound, three-month-old black bear cub from a charred tree. During a blazing wildfire in Capitan Mountains, Lincoln National Forest, New Mexico. State Department game warden Ray Bell flew him to Santa Fe. Vets treated and bandaged the severe burns on his hind legs and paws.

Bell's family nursed the cub back to health.

Jun 27, 1950

The Forest Service flew the bear cub to a permanent home. At the National Zoo in Washington DC. To serve as Smokey Bear's living representation. Hundreds welcomed him with fanfare. Boy and girl scouts, photographers and pressmen.

Children sent the cub honey and peanut butter sandwiches as gifts.

Thousands visited him. Many more sent him fan mail. In some weeks, he got more than 13,000 letters! The US Post Office gave Smokey his personal zip code: 20252.

Smokey was now a celebrity.

1950s to 1960s

Ad Council sponsored radio programs featuring Smokey Bear "in conversation". With Bing Crosby, Art Linkletter, Dinah Shore and Roy Rogers. And other prominent American stars.

1952

US Forest Service started the Junior Ranger Program. Inviting children to write to Smokey Bear at his ZIP code. In reply, they would receive a Junior Ranger kit. Containing a membership card, a certificate and Smokey Bear stamps. Plus a badge with Smokey’s face embossed. And shaped like the Forest Service shield.

Steve Nelson and Jack Rollins composed the song "Smokey the Bear". Singer Eddy Arnold recorded it. The lyrics included:

"Smokey the Bear, Smokey the Bear.

Prowlin' and a growlin' and a sniffin' the air.

He can find a fire before it starts to flame.

That's why they call him Smokey,

That was how he got his name."

Congress passed the Smokey Bear Act. Withdrawing his image from the public domain. Entrusting it to the Secretary of Agriculture. And mandating a commercial license to create Smokey-branded products. With a penalty for unauthorised use. Fees and royalties collected would go into a fund supporting wildfire prevention education.

1955

By now, 500,000 children had become "Junior Rangers".

A book titled "Smokey the Bear" was published under the Little Golden Books series. His first ever book. After this, Smokey figured in many children’s books and coloring books. As well as in toys, collectible items and merchandise.

1956

Smokey cameoed in the Walt Disney short film "In the Bag".

1957

Smokey appeared in a scene in the Woody Woodpecker short film. "Red Riding Hoodlum".

US Forest Service, NASF and Ad Council instituted the Smokey Bear Awards. For "outstanding service in preventing human-caused wildfires".

1959

Ohio Department of Natural Resources unveiled a 14-foot animatronic Smokey Bear. At their Park Fairgrounds in Columbus. Asking visitors to pledge to "never, ever play with matches or leave any fire unattended".

1960

Smokey appeared in an Era Productions animation. "Smokey the Bear and the Little Boy".

1964

The Beach Boys quoted Smokey Bear in their song Drive-In:

"If you say you watch the movie, you're a couple of liars

And remember, only you can prevent forest fires".

Nov 24, 1966

Thanksgiving Day. NBC TV celebrated it as Smokey Bear Day. Their General Electric Fantasy Hour carried an animated Ballad of Smokey the Bear.

Macy's Thanksgiving Day Parade featured a Smokey Bear balloon.

1969-1970

ABC broadcast The Smokey Bear Show. A Saturday Morning cartoon series.

May 2, 1975

The living icon Smokey Bear formally "retired" from active service. At a National Zoo ceremony.

And sadly ...

Nov 9, 1976

After 26 years at the National Zoo, real-life Smokey Bear passed away. In his retirement cage. And was flown to Smokey Bear Historical Park, Capitan, New Mexico. Where he was buried in a garden.

His headstone reads, "This is the resting place of the first living Smokey Bear ... the living symbol of wildfire prevention and wildlife conservation".

The Washington Post, The Wall Street Journal, The New York Times and other publications ran Smokey Bear obituaries.

And he lived on ...

1984

On his 40th anniversary, US Post Office issued a postage stamp. In Smokey's honour. Portraying a cub hanging on to a burned tree.

Apr 2001

Ad Council modified the Smokey Bear campaign tagline. To "Only You Can Prevent Wildfires". Expanding its scope. To include outbreak of unplanned fires in grasslands. And in natural outdoors other than forests. With Smokey pointing his finger in his signature pose.

Aug 9, 2004

The US Senate passed a resolution. Designating the day as "Smokey Bear's 60th Anniversary".

May 2004

The Smokey Bear Ranger District, Smokey Bear Museum and a local New Mexico radio station created "Smokey Bear Days". To be observed in Smokey's hometown Capitan. On the first weekend of May every year. With concerts, contests and parades.

2010

New ads encouraged young adults to "Get Your Smokey On". In other words, to become like Smokey. And speak up with conviction when others acted carelessly.

2011

Smokey Bear Campaign launched its first mobile app. Detailing a stepwise procedure for building campfires. And putting them out. As well as a map of current wildfires across US.

May 15, 2012

Smokey accompanied NASA Astronaut Joe Acaba. And Russian cosmonauts Gennady Padalka and Sergei Revin. On their Soyuz spaceship. To the International Space Station. 250 miles above Earth.

Jul 12, 2013

Ad Council released three TV spots. Showing a new gesture: the "Smokey Bear Hug". To reward followers who took specific precautions to prevent wildfires.

And created the #SmokeyBearHug hashtag. Urging audiences to post their own Smokey Bear hugs online.

Aug 1, 2019

Oregon Department of Motor Vehicles released a Smokey Bear License Plate. As part of Keep Oregon Green.

Aug 2019

96% of US adults recognised Smokey's Campaign slogan. And 75% of young adult outdoor recreationists perceived Smokey as a role model. As per Ad Council survey data.

2024

Smokey remains one of the world's most recognisable characters. A cute, lovable and enduring symbol.

His zip code 20252 is still in use!

US federal law continues safeguarding Smokey's brand assets. And US Forest Service, NASF and Ad Council continue administering them.

US Forest Service, some branches of the military and the State police still use the "Smokey Bear hat".

Smokey enthusiasts follow his social media channels. Facebook, X, YouTube, Snapchat and others.

Today, the Forest Service manages 193 million acres of federal land. And preventing accidental wildfires remains an environmental priority.

Smokey's timeless message is as relevant now as it was in 1944.

Until next time. Take care. :)