Smokey the Bear is the longest running public service campaign in America. I’m originally from Canada and so I am very familiar with the character. Smokey is a cartoon….well, bear of course. And he teaches children (and hopefully adults) how to prevent forest fires.

Smokey seems to have been born in 1944 after a series of rather menacing ads and posters (“Death Rides the Forest when Man is Careless!”) His gentle, tutorial manner of teaching fire prevention has proven to be extremely successful and is one of the best known characters in advertising history.

I’m all for evolution (and occasionally revolution) of a brand. However, I love the fact that this icon has remained true to character for over 60 years.

Visit Smokey’s website to see how the campaign has changed.

Posted by Dana Minter