Smokey Bear Toolkit
You can help keep Smokey Bear’s wildfire prevention message going strong with the great resources available here. This toolkit has been developed for your benefit and is intended to support your efforts in promoting the wildfire prevention campaign. This toolkit includes a variety of resources for you to use in sharing the wildfire prevention message on social, as well as organizing, planning and promoting local events. Many assets are downloadable and print-ready for your easy use. Highlights include hand-outs for wildfire prevention events, children’s activities, social media content and best practices. For historical PSAs, please reference Smokey's History Timeline.
About the campaign
The Smokey Bear Wildfire Prevention campaign is a long-standing public service effort developed with the U.S. Forest Service, the National Association of State Foresters, and the Ad Council. Since 1944, it has educated Americans about preventing unwanted, human-caused wildfires—reminding us that “Only You Can Prevent Wildfires.”
Resources to promote the campaign and spread awareness
-
Customized live announcer copyRadio-ready scripts featuring Smokey’s iconic message for opportunities with local radio stations. Download live announcer copy.
-
Smokey Bear Costume GuidelinesFollow these costume guidelines to make sure Smokey Bear is properly attired at all events.
Press Release
The latest PSAs—Smokey Within and Decades—encourage audiences to reflect on how Smokey’s message lives within each of us and has been passed down through generations. Today’s creative reinforces that wildfire prevention is a shared responsibility, highlighting how simple, everyday actions can reduce wildfire risk, especially in wildfire-prone areas.
Smokey Bear Facts and Campaign Overview
Learn more about Smokey Bear and the campaign by downloading our one-page overview of the Smokey Bear Wildfire Prevention campaign and fact sheet to reference quick facts pertaining to Smokey Bear’s appearance, history, and other FAQs about Smokey.
Frequently Asked Questions
- Who is the Smokey Bear campaign's target audience?
-
Outdoor Enthusiasts (primarily 18-34)
Wildland-Urban Interface Residents (primarily 25-54) - How do I get copies and access the public service announcements?
-
All PSAs are available for preview and can be accessed by media supporters on our site.
To download our PSAs, you will be required to sign up for assets here and create a new username and password. You can browse and preview our PSAs by using our enhanced search functionality, including faceted search with new filter options. You can search by "Campaign", "Asset" and/or "Media Type." You can also use the advanced search or keyword search for more options. Once you find the PSAs you are interested in and you are ready to download you will be required to sign in using your username and password.
AdCouncil.org Features Include:
• TV, Radio, Online/Mobile, Print & Out Of Home formats available - including broadcast quality HD + SD TV spots
• Enhanced search functionality, including faceted search with new filter options
• Cart feature with options to download PSAs from cart, email PSAs from cart, or save PSAs to your FTP server
Once you access these files, you can use them for educational purposes or in donated media space and time. We would appreciate your help in encouraging media stations or websites to donate space for these ads. To help you with that process, we have some support materials available in the Media Outreach section. Please note: expired PSAs are NOT available for broadcast. - What are the Smokey Bear campaign objectives?
-
Did you know that nearly 9 in 10 wildfires nationwide are caused by humans—and are preventable? The Smokey Bear campaign aims to reduce these unwanted, human-caused wildfires by:
- Raising awareness about wildfire risks and prevention
- Encouraging people to follow simple, responsible fire safety behaviors
- Reinforcing that wildfire prevention is a personal responsibility
- Driving engagement with SmokeyBear.com and campaign content
- How will the Smokey Bear campaign be evaluated?
-
Campaign performance is measured through a mix of media metrics, public awareness studies, and partner engagement. This includes tracking:
- Awareness and message recall among target audiences
- Engagement with campaign assets and SmokeyBear.com
- Behavioral indicators (e.g., self-reported intent to follow prevention practices)
- How can I get involved with the Smokey Bear campaign?
-
You can help support the Smokey Bear campaign by:
- Sharing Smokey's PSAs and messages on social media
- Using toolkit materials at local events, schools, or community programs
- Encouraging others to visit SmokeyBear.com and follow wildfire prevention tips
Contact
For any questions on the toolkit and its contents, please direct them to The Smokey Bear Team at the Ad Council (SmokeyBearTeam@adcouncil.org).
Sincerely,
The Smokey Bear Team
Campaign Development
The Ad Council
SmokeyBearTeam@adcouncil.org
Amanda Scott
National Wildfire Program Manager
USDA Forest Service
amanda.scott@usda.gov
Sheridan Davis
Communications Director
National Association of State Foresters
sdavis@stateforesters.org
