Smokey Gets Serious

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Smokey Bear comes out of hibernation next month—in the minds of adults.

The icon has been urging people to prevent forest fires since 1945 and as recently as last year. But research found that adults fondly remembered Smokey from childhood and wondered where he went. He was, it turns out, still attempting to reach children.

New TV and radio PSAs created by FCB, Los Angeles, in conjunction with the Ad Council, the USDA Forest Service and the National Association of State Foresters, attempt to reach grownups with a contemporary message and modified tagline.

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