We all know the story of Smokey Bear, the little orphan cub who was rescued by firefighters after barely surviving a terrible forest fire. Since 1944, the Smokey Bear Wildfire Prevention campaign has been the longest-running public service advertising campaign in U.S. history. Smokey’s face and catchphrase “Remember… Only YOU Can Prevent Forest Fires” have become the iconic image for wildfire prevention in the U.S.
But how many people are aware of the pre-Smokey fire prevention characters? In this Atlas Obscura column, Smokey the Bear Has Nothing on These Forgotten Forest Mascots, Cara Giaimo introduces us to a wacky assortment of “spokesflora and fauna”…
- Woody the Log – who better to advocate for fire prevention than “a smiling, animated log”?
- The Guberif – firebug spelled backwards is a deadbeat, smoking insect with delusions of harmlessness!
- Howdy the Good Outdoor Manners Raccoon – urging children everywhere to “feed birds, protect flowers, and stop fishing in their neighbors’ streams without permission.”
- Johnny Horizon – environmental Marlboro Man and variety show performer.
- Sam Sprucetree – anti-fire and pro-logging environmentalists don’t grow on trees!
- Spunky Squirrel – Not your average squirrel, this one is a cool, hip-hop, fire thumping force of nature!
From 1944 through the mid ’80s, these alternate mascots battled with Smokey for supremacy over the forest fire prevention message. In the end though, Smokey smoked them all. And really, who among us is surprised? A mascot based on a cute little abandoned cub, singed but not broken, living out his life in the public view at the National Zoo? The others never had a chance.