Video: Smokey Bear Returns with a New Look to Remind Americans Only You Can Prevent Wildfires

SAN FRANCISCO, June 3 /PRNewswire/ -- The Advertising Council, in partnership with the USDA Forest Service and the National Association of State Foresters (NASF), announced today the launch of a new series of public service advertisements (PSAs) featuring Smokey Bear designed to provide critical information to Americans about their role in wildfire prevention. The new PSAs will be unveiled this morning at an event being held at San Francisco City Hall.

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Since his introduction on August 9, 1944, Smokey Bear has been a recognized symbol of protection of America's forests from fire. His message about forest fire prevention has helped to significantly reduce the number of acres burned annually by wildfires. Despite the campaign's success, wildfire prevention remains one of the most critical issues affecting our country. During the past 10 years, an average of 6.5 million acres of land in the U.S. was burned each year by wildfires.

Research shows that many Americans believe that lightning starts most wildfires. In fact, more than 88 percent of wildfires nationwide are started by humans and the majority of these fires are accidental. The principle causes are campfires left unattended, trash burning on windy days, careless discarding of smoking materials, BBQ coals and operating equipment without spark arrestors.

Created pro bono by Draftfcb, the volunteer agency of record that has created the advertising for Smokey Bear since 1944, this new round of television, radio, print, outdoor and Web ads continue to remind Americans about the importance of wildfire prevention. For the first time, the campaign includes an intervention message, urging young adults to practice fire safety habits and to step in when others act carelessly. Voiced by actor Sam Elliot, Smokey Bear has a new look designed to appeal to young adults. The PSAs conclude with Smokey's well-known message, "Only You Can Prevent Wildfires" and encourage audiences to "Get Your Smokey On."

"Our Wildfire Prevention campaign with Smokey Bear is one of the longest and most successful campaigns in advertising history," according to Peggy Conlon, President and CEO of The Advertising Council. "Smokey's enduring message is as critical today as it was when he was introduced in 1944 and I am confident that his new look and intervention message will resonate with young adults throughout the country."

A second series of PSAs (TV, radio, outdoor, and Web), developed in partnership with the Walt Disney Company, is also launching this week to promote wildfire prevention. The ads feature characters from the classic film Sleeping Beauty and aim to reach parents and children. Historically, the Walt Disney Company has partnered on Wildfire Prevention campaign with characters from the film Bambi appearing in PSAs.

"The combination of the new Smokey Bear and Sleeping Beauty PSAs will hit every age group," said Helene Cleveland, Fire Prevention Program Manager for the US Forest Service. "We need everyone to be careful when they use fire because when they are not people's lives and properties are at risk as well as the forests and grasslands."

The PSAs direct audiences to visit a newly redesigned website, http://www.smokeybear.com/, for more information about wildfire prevention. The website includes sections devoted to fire prevention tips, including how to build and extinguish safe fires and how to protect your home if you live near a fire prone area. Visitors can also take a pledge to practice fire safety. The campaign will also be integrating new social media strategies designed to reach and engage the campaign's new target audience.

"State Foresters and Smokey Bear have a long history of working together to teach people of all ages about the importance of wildfire prevention," says NASF Executive Director Jay Farrell. "The new campaign is a reminder that we all play a part in protecting the health of America's forests and the safety of our communities."

According to a recent Ad Council survey, Smokey Bear and his famous words of wisdom -- "Only You Can Prevent Forest Fires" -- are recalled by 3 out of 4 adults without prompting. In addition to the PSA campaign, Smokey Bear has his own zip code, school lesson plan, U.S. postage stamp and website (http://www.smokeybear.com/).

"While Smokey's message is well known, it has become increasingly important to wildfire prevention for our audience to take action and become advocates for the cause," says Hilary Hamer, SVP Group Management Director of Draftfcb Irvine. "The 'Get Your Smokey On' campaign shows young adults how they can step in and make a difference."

The Ad Council is distributing the new PSAs to media outlets nationwide this week. Per the Ad Council's model, the PSAs are airing and running in advertising time that is donated by the media. Since 1980, the Wildfire Prevention campaign has received more than $1 billion in donated advertising time and space. The campaign is the longest-running PSA campaign in U.S. history.

USDA Forest Service

Established in 1905, the Forest Service is an agency of the U.S. Department of Agriculture. The Forest Service manages 193 million acres of public lands in national forests and grasslands, which is an area equivalent to the size of Texas. The Forest Service is also the largest forestry research organization in the world, and provides technical and financial assistance to States, Tribes, communities, and non-industrial private forest landowners.

Gifford Pinchot, the first Chief of the Forest Service, summed up the mission of the Forest Service -- "to provide the greatest amount of good for the greatest amount of people in the long run."

National Association of State Foresters

The National Association of State Foresters is comprised of the directors of state and territorial agencies and the District of Columbia. Through public-private partnership, NASF seeks to advance sustainable forestry, conservation, and protection of forestlands and their associated resources.

Draftfcb

Launched in 2006, Draftfcb is a modern agency model for clients seeking creative, accountable marketing programs that build business and deliver a high Return on Ideas(TM). With more than 130 years of combined expertise, the company has its roots in both consumer advertising and behavioral, data-driven direct marketing. The agency is the first global, behavior-based, fully inclusive, highly creative and accountable marketing communications organization to operate against a single P&L. The Draftfcb network spans 110 countries, with more than 9,000 employees worldwide, and is part of the Interpublic Group of Companies . The agency's global corporate leadership team includes Howard Draft, chairman and CEO; Laurence Boschetto, president and COO; Jonathan Harries, worldwide chief creative officer; and Neil Miller, CFO. For more information, visit http://www.draftfcb.com/.

The Advertising Council

The Ad Council (http://www.adcouncil.org/) is a private, non-profit organization that marshals talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to produce, distribute and promote public service campaigns on behalf of non-profit organizations and government agencies in issue areas such as improving the quality of life for children, preventive health, education, community well-being, environmental preservation and strengthening families.