Smokey Bear Forest People Prevent Campaign Fires National

"Smokey Bear," often called "Smokey the Bear," is a "mascot" (a cartoon animal or other character that represents a team or organization) for the United States Forest Service, the federal agency that protects America's "forests" (areas with many trees). Smokey the Bear first appeared in an advertising campaign in 1944 with the "slogan" (a saying used in marketing and advertising) of "Smokey says care will prevent nine out of 10 forest fires." Today, most people associate Smokey the Bear with a different slogan: "Only you can prevent forest fires."

Smokey the Bear was created to encourage people to be more "cautious" (careful) and to prevent forest fires, especially by selecting appropriate "sites" (places) for "campfires" (fires burned for cooking, heat, and entertainment while outdoors) away from tree branches, and "dousing" (pouring water over) campfires before leaving them "unattended" (without someone nearby and watching something).

Smokey the Bear is "depicted" (shown) as a drawing of a brown bear wearing jeans and a large hat with his name in red letters, holding a "shovel" (tool with a long handle used for digging and moving dirt). Smokey can be found in television ads, promotional materials distributed at national parks and in schools, and even as a walking mascot at national parks.

The Ad Council reports that 95% of adults and 77% of American children recognize Smokey the Bear and his message. But some people argue that the campaign has been too successful in "vilifying" (making something seem bad or evil) wildfires. People have been taught that all forest fires are bad, but in reality, some forest fires are necessary to maintain forest health.