The Ad Council, National Association of State Foresters and the USDA Forest Service released new PSAs as part of the iconic Smokey Bear Wildfire Prevention campaign. According to a release: “Inspiring the public to share in the same values of responsibility and empowerment as Smokey himself, the new campaign reminds audiences that when we practice fire safety, Smokey is within us all, encouraging individuals to learn more about how to help prevent wildfires at SmokeyBear.com.

“Smokey has been a household name for the last four generations. His message has been heard and heeded by countless Americans who carry his iconic ‘Only you can prevent wildfires’ with them daily,” said USDA Forest Service National Wildfire Prevention and Community Mitigation Branch Chief Maureen Brooks. “What better way to continue his legacy and illustrate the power we all have in preventing wildfires than by showing the public how Smokey is within all of us.”

For nearly 80 years, continues the released, “Smokey has been the nation’s favorite bear educating the public on how to prevent human caused wildfires and his message is as important now as ever. Nine out of ten wildfires are human-caused and fully preventable. Recent data from FCB and AYTM Research shows that while 95% of Americans feel that they can make a difference in preventing fires, many don’t always know how.”

Developed by FCB, the creative agency behind Smokey Bear since he was first introduced to the world in 1944, the new “Smokey is Within” campaign highlights everyday people who channel their inner Smokey Bear in moments of need.

More here.