Celebrating Smokey Bear's 80th Birthday

with Strategic PR and Creative Campaigns

Client: Ad Council’s Wildfire Prevention Campaign in Partnership with USDA Forest Service and National Association of State Foresters

About the Brand:
Since 1944, Smokey Bear has inspired Americans to protect forests from unwanted, human-caused fires. As Smokey Bear turns 80 in 2024, the campaign aims to celebrate his legacy and continue spreading his vital message.

Objective:
Create a comprehensive PR and social media strategy to celebrate Smokey Bear’s 80th birthday, enhancing awareness and engagement around wildfire prevention.

Strategy:

  • Tentpole Moments: Leverage key dates and major events to maximize visibility.

  • Cross-Platform Engagement: Use press pitching, social media campaigns, and strategic partnerships for a year-long celebration.

  • Storytelling: Highlight Smokey Bear’s impact over the decades and educate the public on wildfire prevention tips.

Winning Proposal Concepts:

  1. HOT ONES x FDNY x Smokey Collab:

    • Concept: Smokey Bear on Hot Ones with FDNY personalities discussing wildfire prevention.

    • Partnership: Launch a limited edition smokey-flavored hot sauce.

  2. CBS Sunday Morning Segment:

    • Concept: Special segment celebrating Smokey Bear’s 80th birthday with wildfire prevention tips.

  3. Mike’s Hot Honey & Solo Stove Merch:

    • Concept: Create Smokey Bear hot honey and pair it with Solo Stove’s pizza oven.

    • Influencer: Meredith Hayden promotes safe cooking practices.

  4. ROBLOX x Smokey S’mores Game Activation:

    • Concept: Smokey Bear in a ROBLOX game where players learn wildfire prevention.

    • Promotion: Collaborate with top Twitch players.

  5. Fireside Session with Miley Cyrus:

    • Concept: Miley Cyrus and Smokey Bear record an acoustic version of Smokey’s theme song.

    • Promotion: Discuss fire safety and Miley’s wildfire experience.

  6. Smokey Awards Ceremony & Viral Challenge:

    • Concept: Awards ceremony honoring wildfire heroes, hosted by Snoop Dogg.

    • Viral Challenge: Public nominates and votes for wildfire heroes on social media.

Results:

  • Increased visibility and engagement through high-profile media partnerships and creative activations.

  • Strengthened Smokey Bear’s legacy and increased public awareness of wildfire prevention.