Only You Can Prevent Wildfires: Smokey Bear Turns 80 This August

Most Americans recognize the popular and longest running public service announcement, “Only you can prevent wildfires”, Smokey Bear’s signature catchphrase. Today this motto still rings true, 80 years later, as climate change, extreme weather, drought, and the overall health of our forest ecosystems have made disastrous wildfires more widespread.

The origins of Smokey Bear date back to World War II when the U.S. needed to come up with a solid plan to prevent human-caused wildfires. In 1942, the USDA Forest Service put together the Cooperative Forest Fire Prevention program, collaborating with the National Association of State Foresters and the Ad Council. As with many advertisements of the time, wildfire prevention slogans worked in tandem with the war effort with mottos like, “Forest Fires Aid the Enemy.”

It wasn’t long before a mascot was developed. In 1944 a charming black bear became the face of wildfire prevention efforts. Many might be surprised to learn that the original mantra of Smokey Bear was, “Care will prevent 9 out of 10 forest fires”, which was changed to “Only you can prevent forest fires” in 1947. In 2001 we were gifted with a new iteration, “Only you can prevent wildfires”, which makes an important distinction between unintentional human-caused fires and calculated controlled burns.

A living representation of Smokey Bear was a rescued black bear cub who narrowly survived a forest fire in New Mexico. The real life Smokey Bear lived in Washington D.C.’s National Zoo from 1950—1976, where he received so much hand written fan mail that he was designated his own zip code (an honor only given to the president of the United States). When Smokey Bear finally passed, he was buried in New Mexico near where he was originally found at the Smokey Bear Historical Park.

In 2019, a new Smokey Bear outdoor exhibit opened at the zoo, made possible by the U.S. Department of Agriculture’s Forest Service (USDA). Visitors can see photographs from the archives and learn about the black bear’s long-standing legacy as an important ambassador for wildfire prevention and wildlife conservation.

Smokey Bear’s message is still important today, maybe even more so. Human caused wildfires make up a large percentage of fires. The National Park Service cites research from Wildland Fire Management Information and U.S. Forest Service Research Data Archive that summarizes nearly 85% of wildland fires in America are caused by humans. Totally preventable, these fires happen as a result of unattended campfires, debris burning, improper use of equipment, carelessly discarded cigarettes, and intentional arson.

Actionable Tips for Wildfire Prevention

• Don’t burn yard waste or debris on windy days.
• Check weather and drought conditions.
• Build campfires in an open area, far from flammable materials like needles and dry leaves.
• Never leave a campfire unattended and when finished roasting marshmallows and singing around the campfire, properly extinguish the fire before leaving. Campfire should be cool to the touch before leaving.
• Make sure matches, cigarettes, candles, or anything with a flame are properly snuffed.
• If off-roading, make sure you don’t drive or park on dry grass.
• If you notice an unattended fire, report it—early detection and action is key.
• Check conditions and safety protocols before setting off fireworks.
• Spend time in nature. If you play in the outdoors, you’re more likely to want to protect it.
• Spread the word! Education and awareness helps prevent wildfires.