Smokey Bear Celebrates 80th Birthday With Influencers and a Look Back

Smokey Bear is now an octogenarian and today, Smokey celebrates eight decades of educating Americans about the role they play in preventing human-caused wildfires.

Smokey Bear emerged from his den 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 part of 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), the campaign’s long-standing agency, FCB, and the Ad Council are inviting the public, and a few key influencers, 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 FCB, plus the artwork of Rudy Wendelin, and the celebrities that brought their voices to the campaign, including Ray Charles, Stephen Colbert, Betty White, Sam Elliott, and most recently, Brian Tyree Henry, who voiced the latest spot, “Decades.”

The 80^th birthday celebration will 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.

Today, Aug. 9, dozens of influencers, including The Retirement House, Grandma Droniak, and Carol Starr are welcoming Smokey to his 80s through custom social content, with other icons like Mychal Threets, the Bennet Gang, Bill Nye, and Sparky the Fire Dog showing up by amplifying important wildfire prevention education for the next generation of outdoor enthusiasts.

“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.