“Working with celebrities and cultural influencers is truly part of Smokey’s legacy. The importance of taking personal responsibility in preventing unwanted wildfires remains as important now more than ever, so it’s important to ensure Smokey remains culturally resonant and that we connect him with Americans in the most relevant and effective ways. Today, as it did 80 years ago, that continues to include influencers,” Tracy Danicich, vp and group campaign director at the Ad Council, told ADWEEK.

Danicich went on to say that Smokey’s social channels are what keeps the character’s messaging alive and pertinent. She said that it was important to collaborate with influencer partners that resonate with Smokey’s many fans and share in his passions for outdoor activities, responsibility, and education.

“Importantly, no matter the partner—whether it be outdoor enthusiasts or some of social media’s favorite ‘granfluencers’—this content is focused on reminding Americans of their responsibility in preventing accidental wildfires.  We’re grateful for everyone helping to honor Smokey’s legacy,” said Danicich.

In addition to the influencers, The Weather Company is releasing brand-new PSAs oriented around wildfire prevention tips to honor Smokey Bear. Smokey’s 80th birthday will also be supported throughout the year by a variety of media partners, including The Atlantic, NPR, Pinterest, Starcom, and Twitch.

All fans are invited to the online party by using the hashtag, #SmokeyBear80 and #OnlyYou, and visit SmokeyBear.com.

Ad Council president and CEO, Lisa Sherman, gave her take on the legacy of Smokey Bear in ADWEEK yesterday.