The Legacy of Smokey Bear: The Sustainability Imperative Colloquium

The Advertising & Society Colloquium, held at the Smithsonian Institution’s National Museum of American History on March 1, 2024, featured a panel discussion on the legacy of the Smokey Bear public service campaign, celebrating its eightieth anniversary. Moderated by advertising historian Ed Timke, the panel included environmental history curator Jeffrey Stine from the Smithsonian, Smokey campaign manager Trace Danicich from the Ad Council, and chief strategy officer Todd Sussman from FCB New York. Stine traced Smokey’s origins to World War II and highlighted the campaign’s evolution over the decades, while Danicich emphasized maintaining Smokey’s consistent message alongside modernizing efforts. Sussman discussed the challenges of recent campaigns. Danicich and Sussman reflect on the Ad Councils and FCB’s partnership, the longest in US history for any client and agency. The discussion covered Smokey’s adaptability, his expanded outreach to younger, diverse audiences, and his place in society and culture. The session concluded with panelists sharing personal anecdotes about Smokey and a surprise visit from Smokey Bear and a USDA forest ranger. This panel was part of a broader colloquium theme, “The Sustainability Imperative,” and was bookended by keynotes from environmental activist Leah Thomas and sustainability-focused professor Deb Morrison.