Before World War II, forest fire prevention campaigns used colorful posters to bring attention to the problem. During the war, images of the Axis powers of World War II leaders were depicted to drive home the message that forest fires hurt the country’s war effort. Lumber was a critical natural resource needed for the armed forces.^[6]

In a 1948 poster, Smokey grasps a shovel, standing next to deer, squirrels, and birds. By now his message had been refined: "Another 30 million acres [120,000 km²] will burn this year – unless you are careful!

In 1942 the animated feature film Bambi was released. Soon after, Walt Disney allowed his characters to appear in fire prevention public service campaigns. However, Bambi was only loaned to the government for a year, so a new symbol was needed.

Sticking with the popular animal theme, a bear was chosen. His name was inspired by "Smoky" Joe Martin, a New York City Fire Department hero who shrugged off burns and blindness in a bold 1922 rescue.^[7]

Remember – only you can prevent forest fires!"