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U.S Forest Service Honours Smokey Bear's 73rd Birthday with New Celebratory Campaign

Smokey Bear has been a recognised symbol of wildfire prevention since August 9, 1944

U.S Forest Service Honours Smokey Bear's 73rd Birthday with New Celebratory Campaign

In honour of Smokey Bear’s 73rd birthday, the Ad Council, the U.S. Forest Service and the National Association of State Foresters launched new digital-first videos and artwork inspired by beloved Smokey Bear posters to raise awareness of lesser known wildfire starts in an effort to decrease human-caused wildfires. FCB West has proudly developed pro bono public service announcements (PSAs) for Smokey Bear, longest-running public service advertising campaign in U.S. history, since his birth in 1944.

Smokey Bear has been a recognized symbol of wildfire prevention since August 9, 1944. Although progress has been made, wildfires remain one of the most critical environmental issues affecting the U.S.  On average, nearly nine out of 10 wildfires nationwide today are caused by people. In addition to the causes depicted in the new PSAs, the main causes of wildfire include campfires or warming fires being left unattended or improperly extinguished, debris burning on windy days, improper discarding of smoking materials or BBQ coals, and operating equipment without spark arrestors.


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Advertiser: US Forest Service/Ad Council

Campaign Manager : Michele Hillman (Head), Conor Toomey (assist)

Campaign Director: Allyse Depenbrock (Ad Council)

VP of Marketing: Amy Gibson-Grant

Content Manager: Gwen Beavans (Wildlife manager)

Creatives: Barb Geringer-Franier (Wildfire educator)

Creative Agency

Creative Agency: FCB West

Chief Creative Officer: Karin Onsager-Birch

Group Creative Director: Mike Long

Art Buyer: Agnes Bussey

Senior Planner: Ryan Hausberger

Senior Producer: Bill Spangler

Account Supervisor: Nissa Gutierrez

Assistant Account Executive: Casey Leong

Production Company

Production Company: Hungry Man

Director: Dave Laden


Edit Company: Cut & Run

Editor: Lucas Eskin