Created in 1944, the Smokey Bear Wildfire Prevention campaign is the longest-running public service advertising campaign in U.S. history, educating generations of Americans about their role in preventing wildfires.

As one of the world’s most recognizable characters, Smokey’s image is protected by U.S. federal law and is administered by the USDA Forest Service, the National Association of State Foresters and the Ad Council. Despite the campaign’s success over the years, wildfire prevention remains one of the most critical issues affecting our country. Smokey’s message is as relevant and urgent today as it was in 1944.

Smokey’s original catchphrase was “Smokey Says – Care Will Prevent 9 out of 10 Forest Fires.” In 1947, it became “Remember… Only YOU Can Prevent Forest Fires.” In 2001, it was again updated to its current version of “Only You Can Prevent Wildfires” in response to a massive outbreak of wildfires in natural areas other than forests and to clarify that Smokey is promoting the prevention of unwanted and unplanned outdoor fires versus prescribed fires.