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After analyzing the different directions I could go in with this research paper and my multiple primary sources, I've settled on researching Smokey Bear as a campaign icon for the U.S. Forest Service. In order to create an accurate research paper on this topic, I first needed to do some investigation into the history of Smokey Bear and his campaign to prevent forest fires.
Beginning the Campaign (and a little help from Disney!)
Beginning the Campaign (and a little help from Disney!)
According to SmokeyBear.com, "the Smokey Bear Wildfire Prevention campaign is the longest-running public service advertising campaign in U.S. history," so how did it come to be?
In the height of World War II, Japanese attacks near the Los Padres National Forest led to a growing fear over the destruction of American forests and wildlife. The Cooperative Forest Prevention Program (CFPP) was created, and they began a slogan campaign that equated Americans' carelessness surrounding forest fires with "aiding the enemy." The Disney animated film Bambi had recently come out in 1942, and the CFPP used characters from the movie in a campaign poster (featured). Doesn't that just tug at your heart strings? It certainly worked for many Americans, showing that animal symbols are an effective fire prevention tool.
Needing a symbol of their own, the U.S. Forest Service created Smokey Bear in August 1944. Over time, Smokey Bear became such a popular figure that his image was removed from the public domain and is now under use by the Secretary of Agriculture.
Unknown. 1943. “Walt Disney's Bambi: "Please, Mister, don't be careless. Prevent Forest Fires. Greater danger than ever!" .” Special Collections, USDA National Agricultural Library. Accessed April 18, 2020, http://www.nal.usda.gov/exhibits/speccoll/items/show/457.
https://nationalzoo.si.edu/animals/news/5-surprising-facts-celebrate-smokey-bears-75th-birthday
Not Just a Cartoon
Not Just a Cartoon
In 1950, in Capitan, New Mexico, a small bear cub was found badly burned in the aftermath of a wildfire. He was rescued by firefighters, then transported to Santa Fe for treatment of his burns. The news about this bear cub's rescue soon became national news, and he was offered to the Forest Service on one condition of becoming a symbol for wildfire prevention. He was flown to the Smithsonian's National Zoo, where he lived for 26 years and became the physical symbol of Smokey Bear.
Learning about Smokey's history has led me to one question: why are animals such an effective symbol for fire prevention? Is it just that they're cute? (Looking at that Bambi poster, those glassy eyes could soften even the Grinch's heart.) This is a question I'd like to explore and discuss in my research paper. I would like to propose one possible answer, based solely on opinion: animals are easy to relate to. While they may be a different species, humans have always felt a connection with animals. We have pets for this very reason. Not only is there opportunity for an emotional connection with animal symbols, but they are relatable on a much wider scale. Human icons would be much less effective, especially in the case of wildlife conservation. Consider the Brawny guy or Mr. Clean; they're human iconographic figures, but I don't connect with them like I do with animals. Knowing that the Smokey campaign was created because of the success of the Bambi posters, I'd like to know why those posters worked so well.
Another branch to explore is how the popularity of Smokey Bear has led to the further use of animals as public service symbols. One example is Bert the Turtle, who was used in 1951 "Duck and Cover" campaigns. These videos taught children about protecting themselves from atomic bombs during the height of the Cold War. (Thanks Prof. Short for the tip!). Upon noticing a possible threat, Bert would get on the ground and hide in his shell for protection. This is another great example of using animals to convey a public service message.
Exciting news! I have also found that the United States Department of Agriculture maintains a website that houses multiple Special Collections Exhibits, including one for Smokey Bear. Using the links at the right-hand side under "Exhibit Navigation," I can explore lots of different images, campaign posters, and more related to Smokey Bear (all with citation included). Find it at: https://www.nal.usda.gov/exhibits/speccoll/exhibits/show/smokey-bear.
Sources:
Sources:
“About the Campaign.” SmokeyBear.com, The Ad Council, smokeybear.com/en/smokeys-history/story-of-smokey.
“Story of Smokey.” SmokeyBear.com, The Ad Council, smokeybear.com/en/smokeys-history/story-of-smokey.
“5 Surprising Facts to Celebrate Smokey Bear's 75th Birthday.” Smithsonian's National Zoo & Conservation Biology Institute, Smithsonian, 28 May 2019, nationalzoo.si.edu/animals/news/5-surprising-facts-celebrate-smokey-bears-75th-birthday.
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