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Wildfire Prevention & Smokey Bear FAQ

Who is the Smokey Bear campaign's target audience?
All Americans, with a focus on:

  • Outdoor Enthusiasts (primarily 18-34)
  • Wildland-Urban Interface Residents (primarily 25-54)

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

To explore additional resources or connect with our campaign partners, visit the U.S. Forest Service and the National Association of State Foresters.

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.