Project Description

  • Smokey Bear 75th Logo
  • Humans caused 80% of wildfires nationally last year

Since 1944, Smokey Bear has been the icon of wildfire prevention and is the longest-running public service advertising campaign in history. HelpGood has been the voice of Smokey Bear online since 2010, providing social media strategy services, content production, and community management. We’ve updated Smokey from a 70-year-old TV icon to a social media icon by building his presence on Facebook, Twitter, Instagram, YouTube, and Tumblr. And here’s a secret – he’s the only bear you can connect with professionally on LinkedIn.

Crafting the voice of the lovable, wildfire preventing bear, HelpGood produces unique social content to engage a loyal and vibrant following. This has ranged from infographics to fun memes to impactful content about the devastating impact wildfires can have. Our work on the Smokey Bear campaign has earned Webby, Shorty, and Telly Awards, as well as a Gold Smokey Bear Award.

We’ve grown Smokey Bear’s total social pawprint by almost 2000% and we reach and engage over 430,000 Smokey fans.

Screenshot of @Smokey_Bear tweet featuring image of Pharrell Williams in Smokey Hat with Smokey Bear

Imagine our surprise when Pharrell showed up to the 2014 Grammys in Smokey’s hat! HelpGood was quick to get in on the real-time action which led to 58.5 million impressions and more than 36,000 tweets about Smokey. There was a 25% increase in Smokey’s Twitter followers within 24 hours. Organic search traffic to our campaign website,, increased by 123%. Read the full overview on the Ad Council’s Adlibbing Blog. Throughout 2014 the Smokey Hat continued to provide lots of interaction around Smokey’s wildfire prevention message. The moment took Silver at the Shorty Awards for real-time content marketing.


Smokey Bear is the wildfire prevention icon whose “Only YOU Can Prevent Wildfires” message has endured for over 70 years. He also likes to have some fun. This is some of the social media content that HelpGood has developed that leverages memes and mashups featuring Star Wars and Grumpy Cat.


What do you do when a wildfire prevention icon turns 70? You make an extremely long infographic. And in case you’re out in the wild, there’s a handy guide to help you spot Smokey Bear. HelpGood made this infographic full of detail and visual delight.

Smokey Bear infographic