Hanging from a bobbing limb, Smokey Bear began his climb up a giant redwood tree located just off of Skyline Boulevard, high above Woodside. His quick ascent led him to a spectacular view: sunlight bathing a green forest and flickering reflections from distant windows.
Smokey has been making such daunting ascents for decades to keep a brown eye out for signs of wildfire. On this April afternoon in southern San Mateo County, Smokey packed a lunch of spring berries, honey, nuts and roots to munch on while scanning the horizon.
While Smokey kept watch, down at the base of the tree his longtime friend, driver, scheduler and confidant, Cecile Juliette with Cal FIRE, explained that Smokey doesn’t give interviews. His mission, Juliette said, requires 24/7 vigilance.
“Smokey loves spreading his message about wildfire safety whenever and wherever he can,” Juliette said as sun filtered through the redwood canopy, her feet squarely on the ground. “And when he’s not out in public, he’s in a tree. That’s just Smokey being Smokey.”
With Smokey coming to Saturday’s Be Wildfire Safe & Ready, we spoke with Juliette to learn a few things about the bear whose catchphrase, “Only You Can Prevent Wildfires,” is the longest-running public service campaign in U.S. history.
What’s Be Wildfire Safe & Ready, and what’s Smokey’s role?
Everyone who lives, works or visits San Mateo County is invited to Saturday’s Be Wildfire Safe & Ready, from 10 a.m. to 1 p.m. at the Event Center in San Mateo.
The free event includes panel discussions with experts on how to take steps to protect your home from wildfires, develop an evacuation plan and pack a “Go Bag.” Live translation will be available in Spanish, Mandarin and American Sign Language.
Smokey will be there along with his friend Captain Cal, Cal Fire’s mascot. The event features a number of family-friendly activities (the theme is “Don’t Be Scared, Be Prepared!”) and Juliette promises that Smokey and Captain Cal will be happy to pose for selfies.
What kind of bear is Smokey?
Smokey is a black bear who weighs over 300 pounds. He weighed just a pound and a half at birth, about as much as a loaf of bread, and got large and strong on a diet of ants and other insects, fish, bark, plants, roots and berries. And honey, too, of course.
How did Smokey get his name?
The idea for ‘Smokey Bear’ was born on Aug. 9, 1944, when the U.S. Forest Service and the Ad Council agreed that a fictional bear named Smokey would be their symbol for forest fire prevention.
The first poster of Smokey Bear showed Smokey pouring a bucket of water on a campfire.
Six years later, in the Capitan Mountains of New Mexico, firefighters found a bear cub burned in a forest fire. They named him Smokey (after initially calling him Hot Foot Teddy).
News about this real bear named Smokey spread across the nation, and he was soon given a new home at the National Zoo in Washington, D.C. as the living symbol of Smokey Bear.
Isn’t his name Smokey The Bear?
In 1952, the writers of a song about Smokey added ‘the’ to retain the song’s rhythm. The tune became so popular that many fans began calling the icon Smokey the Bear, but to this day his real name remains Smokey Bear, according to the Smithsonian’s National Zoo & Conservation Biology Institute.
You can listen to the “Smokey the Bear” song in this Public Service Announcement, which was produced by the Ad Council in 1952.
How has Smokey’s message evolved?
Smokey’s original catchphrase was “Smokey Says – Care Will Prevent 9 out of 10 Forest Fires.” By 1947, it became "Remember... Only YOU Can Prevent Forest Fires.”
In 2001, it was again updated to its current version of "Only You Can Prevent Wildfires" in response to a massive outbreak of wildfires in natural areas other than forests.
How do I learn more about Smokey and his message?
Smokey has his own website with tips on fire prevention as well as games and activities – including a “Smokey Scouts” app. He’s also active on social media.
You can write Smokey Bear a letter at Smokey Bear Washington, D.C. 20252.
What: Be Wildfire Safe & Ready
When: Saturday, April 26
10 a.m. to 1 p.m.
Where: San Mateo County Event Center
1346 Saratoga Dr., San Mateo
Sandra Firpo
Department of Emergency Management
sfirpo@smcgov.org