About Smokey the Bear

A popular children's joke asks, "What is Smokey the Bear's middle name?" The answer is supposed to be "the," but the joke is based on a false premise. The symbol of forest fire prevention does not have a middle name. His real name is Smokey Bear.

History

The effort to mobilize Americans to become involved in the prevention of forest fires began during World War II after a Japanese submarine bombed the California coast. The explosions could have started forest fires in the Los Padres National Forest. The U.S. Forest Service collaborated with the Wartime Advertising Council to create a series of public service announcements that would make regular Americans care more about the problem of forest fires. The first slogans connected this effort with a patriotic loyalty as in "Forest Fires Aid the Enemy" and "Our Carelessness, Their Secret Weapon." The earliest poster was a grim reaper riding a horse through a burning forest. Next, the campaign borrowed the Bambi character from the Walt Disney movie; this poster was better received by the public. Since Bambi belonged to Walt Disney, the Forest Service decided to make a mascot of its own, Smokey Bear.

Features

Smokey Bear is a large bear who wears blue jeans (originally they were called dungarees). A belt holds Smokey Bear's pants up, but he doesn't wear a shirt. He carries a shovel and wears a wide-brimmed hat like the ones worn by forest rangers when they are in uniform.

Time Frame

The first Smokey Bear poster came out on August 9, 1944. It showed the bear pouring water from a bucket to put out a smoldering camp fire in a forest. In the 1940s and 1950s, Smokey Bear was featured in radio commercials that were narrated by celebrities including Art Linkletter and Bing Crosby. Since the 1960s, Smokey Bear has been in several television commercials. One of these again linked Smokey Bear with Walt Disney's Bambi. A television commercial that was made in 2004 showed all kinds of amazing ways to put out a fire and concluded with the words: "It doesn't matter how you put it out..." to convince the viewers once again that only they can prevent forest fires.

Significance

In 1952, the United States Congress made Smokey Bear the property or brand belonging to the Department of Agriculture. Any money that would be raised by fees, royalties and licenses for the use of the brand would be used for the prevention of forest fires. The symbol and image of Smokey Bear are officially protected by three agencies: the USDA Forest Service, the National Association of State Foresters and the Ad Council. By the time Smokey Bear celebrated his 60th birthday, he had his own ZIP code, legal council, committee and website.

Potential

The official Smokey Bear website is designed with children in mind. It is very interactive. Visitors can watch the commercials, sign a pledge to help Smokey Bear prevent forest fires, and read all about Smokey Bear. They can even see the lyrics and tune for the song that mixed everyone up about Smokey Bear's non-existent middle name. The song, by Steve Nelson and Jack Rollins, written in 1952, is called "Smokey The Bear." The composers added the "the" to make the lyrics fit the rhythm. The song added to the lore of Smokey Bear by explaining that he can find a fire even before it bursts into flames because of his sensitive sense of smell that can track the smoke. Smokey Bear has been hugely successful as a symbol of forest fire prevention because his creators made the cause something for which even the youngest child could take responsibility. Smokey Bear is a mascot that clearly carries authority at the same time that he is loved.

Resources

• Official Smokey Bear Website