The U.S. Forest Service is about to become one of the first federal organizations to run Instagram ads in the mobile-social app with a splash tomorrow to celebrate the 70th birthday of Smokey Bear.
The cause worked with The Ad Council to secure the ad space with the help of social agency HelpsGood. Since Smokey Bear first appeared in 1944, Ad Council efforts for the Forest Service have been backed by an estimated $2 billion in donated media.
The Forest Service’s new promos will show how to build and extinguish a campfire and run through August. A few weeks ago, The Ad Council visited Instagram’s headquarters in San Francisco to go over the campaign’s creative and some best practices for using the app.
