August marked not just the anniversary of America’s longest-running public service campaign, but also a birthday – Smokey the Bear turned 70.
Most Americans have a childhood memory of hearing Smokey’s popular refrain: “Only YOU can prevent forest fires.” This has been his consistent message since 1944 – though more recently the term ‘forest fires’ has been replaced by ‘wildfires’ – and it remains just as important today.
Whereas people once thought lightning was the main cause of wildfires, Smokey speaks the truth – most are caused by humans. In fact, some nine out of ten wildfires are the result of human activity, like poor campfire management or improper cigarette disposal.
And as more people from urban areas move into wildfire-prone zones to be closer to nature, the danger has only increased. Add in severe droughts like those recently seen in California, and the stakes are higher than ever. In addition to wiping out much-needed trees, wildfires threaten property, drinking water supplies, and the lives of residents and firefighters.
Luckily, Smokey is still going strong, educating children and the public on their role in prevention. He’s even been brought into the twenty-first century with a Facebook account.
Some have criticized Smokey’s catchphrase for its lack of nuance – in fact, controlled fires are good for the health of forests. But his message of taking care to prevent unintended fires is one we’d all do well to heed. And hopefully the iconic bear will continue to pass that message along to generations of children to come.
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Septuagenarian Smokey Bear’s message enters the 21st century
Photo, posted June 30, 2014, courtesy of the U.S. Department of Agriculture via Flickr.
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Earth Wise is a production of WAMC Northeast Public Radio, with script contribution from the Cary Institute of Ecosystem Studies.