SMOKEYBEAR PRESS CLIPPING& 15 Prepared for information of Smokey Bear licensees, State Foresters, U.S, Forest Service personnel and other cooperators of the CFFP Pro­ gram. Released by Smokey Bear Headquarters, Forest Service, U.S. Department of Agriculture, Wash­ ington C. .25, D. •••and for the best male performer of the year_, rr • �J we nomtnate ... If bears, even performing bears, could win Oscars, surely Smokey would have a den full of them. Because nobody can sway an audience like he can. In 1942 he began asking a nation of amateur woodsmen please not to start forest fires. Since then approximately 600,000 fires didn't start; 260 million acres didn't burn; $10 billion worth of damage didn't happen. Smokey and his good works are another public service renciered by the advertising profession and its clients, through the Advertising Council. Proud of Advertising? You should be. Advertising Age May 18,1959 2 public Rtmember: .. INlY'i!IUCAN PREVEtlfHIREST FIRES! Smokey's poster progress to r.): First poster issued in part of prize-winning campaign; missile theme dominant (1. 1945; '58 in '59 Smokey: A symbol saves $!-billion Since the campaign to prevent forest fires was started, At first the campaign promoted the conservation of wood, showing its use losses have been cut by 90 per cent. The top salesman in crating of war goods, barracks con­ struction and rifle stocks. By Walt for prevention, a bear cub, is now being honored for the Disney's Bambi was looking down1943 from lll'ging Americans to be care­ role he played ful.posters Then Albert Staehle, magazine cover illustrator, was asked to develop The American Public Relations profit organization promoting action on a poster with an animal that would Assn., at its annual convention in Hol­ many of the country's most serious have human attributes. Someone lywood Beach, Fla., week, will problems. It does 'this through adver­ gested a bear be used and be namedsug­ award silver anvils to thisthe most out­ tising, with support from all phases of Smokey. The slogan, "Only can you standing public relations programs of business. Advertisers and advertising prevent forest .. was adopted and firms and organizations each of media contribute free time and space has remained thefires, theme of the in categories. The top winner in the 20 to council projects, which are prepared campaign ever since.central a raging culture classification go to agri­the without charge by advertising agencies fire destroyed a largeIn 1951of Lincoln United States Forest Servicewill (Depart­ under the direction of volunteer co­ National Forest in areaCapitan, New ment of Argiculture), the Assn. of State ordinators. Mexico. One of the few S1J.IV1vors was Foresters and the Advertising Council "Just a few weeks after Pearl Har­ a l e cub who was nursed back for their forest-fi.re prevention bor;, Henry C. Wehde, account to ittlhealth.bear The cub was immediately program. 1958 for the Advertising CounciLexecu­ told named Smokey. Maxwell Fox, the Ad Council's di­ PRINTERs'tive INK, <'William Mendenhall, to bear-size he Whenwas sent the to theanimal grewNa­ rector public relations told PRINTERS' chief of the Angelus National Forest, tional Zoological Park 'Washington. INK: "Theof forest-fire prevention pro­ asked his friend, Don Be1ding. for his The poster for the in campaign gram is getting bigger every year. We advice on a public-relations campaign had a biblioal theme, "Thou1958 shalt not have a rising population, record forest to combat sabotage in our national destroy forests." poster gave use and greater_forest values. There is forests. A Japanese submarine had just Smokev's thyco mmandmentsA : "Break a swing toward outdoor recreation. shelled the oil fields Coleta, north ma tch�s, crush smokes, sure all fires in were Santa Barbara, and there were are out!" be Whilepredicted 56,000,000 forest visitspeople nightlyof reports of mysterious flashes in "Smokey Visits the Stars," a radio came. Thein value 1958, of 68,000,000 forests is rising. forest areas. At that time, Don Belding series, featured such notables as Bing Southern pine lands sold for to was president of Foote, Cone Beld­ Crosby, Dinah Shore and the Sons of an acre years ago. They $2now $10sell ing with o ces Los Angeles.& Beld­ the Pioneers. These public-service for over 25 ing helpedffi form inthe War Advertising programs, each lasting15 £ve minutes, The forest-fire$100.- prevention campaign Council and referred the forest prob­ covered such topics as hunting and conducted by the A Council, a non- lem to it." fishing, children and matches, the con- is :I Continued on next page 3 servation pledge and campfue care. To sell forest fire prevention daily, the value of the public service effort They were released to 2,000 stations. a Smokey the Bear comic strip was was nearly $12,000,000-for every dol­ Smokey's anim�ted cartoons were re­ started and appeared in 60 news­ lar spent $52 were returned free leased 525 stations. papers. A new comic book published public-service advertising. in For tothe TVtime Canada began by Dell titled Smokey the Bear terms of accomplishments here using Smokeyfirst material, and posters be­ Life Story was issued aod 500,000His theIn record: Before the Smokey cam­is gan popping up in Mexico, Venezuela copies were sold in four months. Simon paign started in 1942, an area the size and Australia. and Schuster issued a Golden Book on of New York State, or 30,000,000 acres, Waterproof and weatherproof os­ the bear. was destroyed by fire. Last vear about were placed in U.S. forest p Reader's Digest ran a full-page color one-tenth ' the 1942 total was de­ Bookmarks,ters calendars and otherlands. ma­ ad to run in its April stroyed. ofHere•s what the campaign terials were given to schools, motels approximately 11,000,000issue, readers expo�.wg to meant 1958: 27,000,000 acres did and hotels. Speeches made around the the theme. Virginia has issued license not in over 110,000 forest did country emphasized that nine out of plates plugging Smokey. not start;bum; a billion dollars plus fires ten forest fires are man-caused (with Smokey balloons, ash trays, pottery, age was not lost in dam­ the exception of the Northwest, where belts, hats, candy, cookies, picnic As Smokey . it, •some of the per cent the fires are started by grills, wallets and other merchandise things you tellsut a dollar value on. lightning).90 of are sold under a license granted by the Some you can"t.can pHow do you measure Secretary of Argiculture. Smokey is the the real value· a watershed, rec­ only advertising symbol protected by a reation, wild lifeof or soil. H9wof much KidsJunior sign forest-ranger up as rangers kits, containing Joint Act of Congress and tl>ose who is it worth to look across a· peaceful the pledge of conservation, an "official" cheapen him or use for personal Jake toward a we g capped to rin snow badge, and a membership card, were gain are guilty of violatinghim a Federal mountain? Can any father a dol­ requested by 1,000 every day statute. lar sign on the happy laughterput of his of the year. More children500,000 new The campaigo budget for 1958 was children playing beside a forest junior forest rangersthan were signed up $215,000. Royalties from commercial And one more thing-bow muchstream. it for the drive. products totalled $20,000. actual worth to save even one human islife expenditures were $226,000.The However, from death by wildfire?'' PRINTERS' INK MAY 8, 1959 - "Smoky the i t Juniork E E P ChamberI T G Rof E ECommerce N memberBeat" Emerson. (actually Lew s on fronted Leviisfon meter maid Mrs. Marge Vorous Purcell)on 'con­ S111okey Bear, rot a the Keep Idaho Green w·eek promotion of the beIth alf toof J!lok'l'HA'f at PERENNIALlil'e flchlilir j-arb FIRE!'IGHTEB, when thevlolled draw attention to the coming fire season in .areaJaycees. forests, isur_g .. �.'heli-iaek'• unit establishedIn bJ' th• Fonst, t!I-Ylee t o ,...., tlto laleJI h• lng that residents become conscious of fire. re n o mea- being 11Sed b:r members of erewa IDcludes a Qlll CJ.tt� ve i n 'J'hehean jump f!re-re�latani, •-qij; outlit.the _ proteetive gloves. sures. Tho.camll§iJ:Jn. has been in p w�ek.t a 111asked he t. MembersplUletare�praot otoo · be euulpped pr.osc,es!l"this • P�per lme jumP!I willshort-wave radiowith ectW,.. the Lewistan Morning 'rr:il:>une ment. HtJ'QtoOll Steve and theBerseheld unU show•wUh the Smokey� (.Joumal Photo) ault W Morris Ferp.so!l �y 23,1959 as 4 -U, S. Gove-rnment Photo SMOKEY BEAR FIRE PREVENTION programs charge of special fire prevention programs of the are controlled by this group of advertising executives, Forest Service. Second row (L-R): Milton Schaffer Forestry officials and state foresters. They are, front of Era Productions, Hollywood; Ted Wright of Foote, row (L-R): Austin Wilkins, states forester of Maine; Cone and Belding; Francis Raymond, state forester of Hugh S. Redding, supervisor of North Carolina Na· California; Fred Lambie, special assistant to the tiona! Forests; J. P. Felton of Foote, Cone and Beld· White House, acting as liaison officer between Presi­ ing Advertising Agency, Los Angeles; Miss Anna dent Eisenhower and the CFFP; Merle S. Lowden, di· Mary Freas, Forest Service secretary; W. W. Ber­ rector, Division of Fire Control, Forest Service, Wash· goffen of Forest Service headquarters, Washington; ington; Russell Eller, advertising manager for Sun­ Cliff Marlin, State Forester of Mississippi; Jay Grant kist Growers, LosZ.