Smokey came to us by
necessity . At the beginning of World War II, Americans feared that an
enemy attack or sabotage could destroy our forest resources at a time
when wood products were greatly needed. In the spring of 1942
a Japanese submarine fired shells onto an oil field in Southern
California near Los Padres National Forest. Government officials were
relieved that the shelling did not start a forest fire but were
determined to provide protection.
The USDA Forest Service organized the Cooperative Forest Fire Prevention
(CFFP) Program in 1942. It encouraged citizens nationwide to make a
personal effort to prevent forest fires. It was a mobilized civilian
effort in support of the war effort to protect valuable trees. Timber
was a primary commodity for battleships, gunstocks, and packing crates
for military transport.
Walt Disney's "Bambi" character
was very popular and was used on an initial anti-fire poster. The
success of this poster demonstrated that an animal of the forest was the
best messenger to promote the prevention of accidental forest fires. On
August 2, 1944, the Forest Service and the War Advertising Council
introduced a bear as their campaign symbol.
Albert Staehle, noted illustrator of animals, worked with this
description to paint the forest fire prevention bear. His art appeared
in the 1945 campaign, and the advertising symbol was given the name
"Smokey Bear." The bear was named "Smokey" after "Smokey" Joe Martin,
who was Assistant Chief of the New York City Fire Department from 1919
to 1930.
Rudy Wendelin, an artist for the Forest Service, began producing a
tremendous quantity of Smokey Bear art in various media for special
events, publications, and licensed products to promote the fire
prevention symbol. Long after retiring, he created the art for the
Smokey Bear's
40th anniversary commemorative U.S. Postage stamp. Many within the
Forest Service still acknowledges Wendelin as being "Smokey's artist."
After World War II, the War Advertising Council changed its name to The
Advertising Council. In the years that followed, the focus of Smokey's
campaign broadened to appeal to children as well as adults. But it was
not until the 1965 campaign and the work of Chuck Kuderna,
that Smokey's image evolved into the one we know today.
A Live Bear
Smokey's living history began early in 1950, when a burned cub survived
a fire in the Lincoln National Forest near Capitan, New Mexico. Because
this bear survived
a terrible forest fire and won the love and imagination of the American
public, many people mistakenly believe the cub was the original Smokey
Bear, but in reality he did not come along until the advertising symbol
was almost six years old. After being nursed back to health, Smokey came
to live at the National Zoo in Washington, D.C., as a living counterpart
to the CFFP Program's fire prevention symbol.
Over the years, thousands of people from around the world came to see
Smokey Bear at the National Zoo. A mate, Goldie, was introduced with the
hope a young Smokey would continue the tradition of the famous living
symbol. These efforts failed and an adopted son was sent to the zoo so
the aged bear could retire on May 2, 1975. After many years of
popularity, the original Smokey died in 1976. His remains were returned
to Capitan and rest beneath a stone marker in Smokey Bear Historical
State Park. For more than 15 years, the adopted Smokey carried on as the
living symbol, but in 1990, when the second Smokey
Bear died, the living symbol was laid to rest.
Smokey's Detractors
Smokey's task is becoming increasingly difficult. In years past, it was
a challenge for his message to reach traditional visitors to the forest.
Now we are faced with getting his wildfire prevention message to an
increasing number of people who live in and around these areas.
But Smokey may have done too good a job. There are some who
suggest that we have eliminated fire to the point that it is hurting not
only forest management but is building fuels for future fire disaster.
They don't want Smokey's message out anymore.
Charles Little, in an editorial called "Smokey's Revenge" , states that
"in many circles the bear
is a pariah. Even at the National Zoo in Washington DC, which tends to
be inclusive, the popular Smokey Bear exhibit was quietly dismantled in
1991 - after having featured since 1950 a bear going by this name
(involving two separate animals). The point is, Smokey's ecological
correctness quotient is low, as an increasing number of forest
ecologists have been pointing out in recent years. We anthropomorphize
at our peril."
Another good essay was written by Jim Carrier for High Country News.
It gives a humorous but somewhat cynical view of Smokey. He does
not sugar-coat and offers a very entertaining piece called
"An Agency Icon at 50". This is a must read!
www.smokeybear.com
