Lifestyle
Smokey Bear turns 80 this year. Did he help prevent forest fires?
Smokey the bear cub is flown from Santa Fe, N.M., to his new home at the Washington National Zoo in a Piper J-3 Cub by New Mexico Assistant State Game Warden Homer C. Pickens in 1950. The little bear was rescued from a forest fire and named Smokey after the fire prevention symbol of the U.S. Forest Service.
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The longest-running public service announcement in the U.S. turns 80 years old today.
Its message is simple and one you’ve heard many times before: “Only you can prevent wildfires.” Smokey Bear, the beloved park ranger hat-wearing black bear who utters these famous words has undergone a complicated evolution.
And his birthday comes as fires rage in California, Colorado and other Western states. On average, some 70,000 wildfires have been documented every year in the U.S. since 1983, according to data from the National Interagency Fire Center.
Human-caused climate change has made these fires more intense and dangerous, but it isn’t the only factor: Federal data and various independent studies show that around 80% of all wildfires in the country are caused by humans, making Smokey’s message more relevant than ever.
So we’re taking a look back at how Smokey Bear’s mission came to be and how effective his messaging has been.
How World War II influenced Smokey Bear’s creation
Fire burns near a Smokey the Bear fire warning sign as the Oak Fire burns through the area on July 24, 2022 near Jerseydale, California.
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Smokey Bear’s public service ad was created at the height of World War II in 1944. The U.S. Forest Service had been fighting forest fires for years, but the attack on Pearl Harbor brought a greater need for fire safety messaging, as firefighters were deployed overseas.
“When this campaign first launched, it was in the context of our war efforts, and the forests were seen as a resource in that context,” said Tracy Danicich, director of the Smokey Bear campaign at the Ad Council.
A few weeks after the attack on Pearl Harbor in 1941, a Japanese submarine sitting off the coast fired shells at an oil facility in Santa Barbara County, Calif. south of the Los Padres National Forest. The attack raised fears that more attacks like this could cause wildfires in forests along the Pacific coast. The Forest Service hoped that connecting the risk of fires to the war effort would help make the case for fighting forest fires more urgent.
“There was also a rise in wildfires just from general human carelessness, lack of respect for fire, perhaps lack of knowledge of how to contain and properly respect a fire,” said Tad Bennicoff, a reference archivist at the Smithsonian Institution archives. “So the Forest Service came up with the idea of the Smokey Bear character and the message.”
But even after World War II ended, Smokey stuck around. He started showing up on posters, U.S. Postal Service stamps, in radio ads and alongside stars like Bing Crosby and Ward Bond.
You might remember calling the forest fire fighting black bear “Smokey the Bear,” but that isn’t actually his name.
In 1952, singers Steve Nelson and Jack Rollins wrote a jingle for and added a “the” to maintain the song’s rhythm. This inadvertently created confusion about the bear’s name, but the U.S. Forest Service maintains that Smokey’s official name is “Smokey Bear,” not “Smokey the Bear.”
The campaign’s mascot was an actual bear rescued from a wildfire
The Smokey Bear balloon floats in the Macy’s Thanksgiving Day Parade on Thursday, Nov. 25, 2021, in New York. (Photo by Charles Sykes/Invision/AP)
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In the spring of 1950, a group of Native American firefighters rescued a bear cub who clung to a tree as a fire raged in the Capitan Mountains in New Mexico.
After its rescue, the cub became the symbol of the Smokey Bear campaign and was put on display at the National Zoo in Washington, D.C.
But the physical public service announcements, which for years showed a black bear in a pair of blue pants, a tan wide-brimmed park ranger’s hat and a metal shovel, confused some zoo goers.
Bennicoff said this outfit was so closely associated with Smokey that some young kids were bewildered when they saw a naked bear at the National Zoo.
Visitors were startled to see a real bear, Bennicoff said. “They were expecting to see the Smokey Bear that they saw in print ads and on television. But lo and behold, there’s this actual bear.”
Forest Service cartoon of Smokey Bear welcoming Little Smokey./Smithsonian Institution Archives
To help with the confusion, the zoo added a special exhibit next to Smokey’s enclosure that featured a park ranger’s uniform in Smokey’s size. During this time, Smokey Bear was receiving so much fan mail that the Zoo had to hire three assistants to keep up with the amount of letters he was getting. He even got his own ZIP code — an honor only bestowed to one other figure: the president.
Smokey retired from the zoo at 25. In human years, he would have been roughly 70, the mandatory retirement age for federal employees at the time. In 1971, the zoo introduced “Little Smokey,” another orphan cub rescued by the Forest Service. When Smokey retired, Little Smokey took over the mantle.
The original Smokey died Nov. 9,1976, a year after his retirement. His remains were returned to New Mexico, where he was buried in the Smokey Bear Historical Park in Capitan, N.M., not far from where he was rescued two decades prior.
A small change for Smokey represents a big change for environmentalism
Wild mustard flowers bloom around a Smokey Bear sign in Griffith Park in Los Angeles, Thursday, June 8, 2023.
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Jae C. Hong/AP/AP
For five decades, Smokey’s slogan remained the same: “Only you can prevent forest fires.” The message suggested that all fires were preventable and bad for the environment and that nature could return to its original state if fires didn’t occur.
In one ad, Smokey said that if people just took his message into their hearts, it could be like “the old times, maybe, when great herds of buffalo roamed.“
Melinda Adams, an Indigenous fire scientist and assistant professor in the Department of Geography and Atmospheric Science at the University of Kansas told Morning Edition that Smokey’s vision of an America without wildfires isn’t accurate.
“When you had colonizers come over and look at land, mosaics or beautiful landscapes, they developed a narrative of [these] being untouched by humans, virgin lands. They arrived and the lands were like that,” Adams said. “But we know through the recent scholarship that that’s not true. We know that Indigenous peoples created these landscapes or maintained them.”
Adams is a proponent of what she calls good fire — or burns to land that help an environment thrive. This practice is also called prescribed burning.
This is one of the reasons that in 2001, Smokey Bear changed his slogan from only you can prevent forest fires to only you can prevent wildfires. This change in messaging also represented a change in how the U.S. Forest Service approached fire treatment.
“Now, the U.S. Forest Service and the U.S Department of Agriculture are redirecting resources to good fire, beneficial fire during the off fire season in order to reduce the overgrowth that, you know, decades of fire suppression of fire deficiency has left, which makes those areas of lands more flammable,” Adams said.
The road ahead for Smokey
A Smokey the Bear forest fire prevention sign stands in front of snow blanketing the Sierra Nevada mountains after recent storms increased the snowpack on February 23, 2024 near Bishop, California. (Photo by Mario Tama/Getty Images)
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Most wildfires are still caused by human activity, which raises the question: Has Smokey’s messaging actually been effective?
John Miller, the chief of Fire and Emergency Response at the Virginia Department of Forestry, said that there is still a lot of work to be done to educate the public on fire safety.
It’s not enough, Miller said, for officials who work in fire prevention education to stand “with [their] arm around Smokey Bear shouting fire prevention on an occasional TV commercial or at a school near you or at a county fair with a booth. Somehow we need to turn that prevention into more to be more front and center to the public.”
Miller believes that one of the big problems is that people are not aware of smaller fires that occur in areas like Virginia all the time.
“Thankfully, because of quick and efficient suppression those fire hours are suppressed quickly. They don’t become newsworthy,” Miller said. “If it hadn’t impacted a home or damaged the public just never hears about that.”
Miller thinks these smaller fires can be prevented, especially because they are often caused by humans who are not aware of simple ways they can be practicing fire safety.
Which is exactly what Smokey Bear’s evolving message is — the best way to continue to spread awareness about safe fires.
“His tips evolve, and there are other things about Smokey and the campaign that have evolved to stay relevant, but that message and focus has always remained consistent,” Danicich said.
This digital story was edited by Obed Manuel.
Lifestyle
L.A. Affairs: After decades of near-misses, I finally told him: ‘I’m not leaving here without you’
It didn’t take endless quarantining with my spouse during the COVID-19 pandemic to end my marriage of over two decades. By the summer of 2019, menopause — and the extra-added “bonus” of frontal fibrosing alopecia that it awakened — was pummeling me physically and mentally to the extent that I no longer had the capacity to function inside the dysfunction of my life.
The relief that came with the decision to finally let go was completely dwarfed by the immense pain of severing a family in two. I cried as I packed. I cried as I unpacked. I was rolling endlessly in a dark wave that would not stop; my feet could not tell sand from sky. Once I managed to break the surface, I reached out.
I called Tish, Diane and Michelle, three smart, strong, nurturing women who’d been through and survived divorce. I also called my brother, Dan, and my friends Doug and Steve, three kind, creative, funny men who always “got” me.
As for Steve, we met in the spring of 1984 when he auditioned to be the drummer for the Secrets, the band Dan, Doug and I had started the year before. In our small-town high school of fewer than 400 students, he had flown completely under my radar, as he was two years younger, and he joined marching band the year after I’d ditched my baritone horn for a microphone and Pat Benatar tights. Steve aced the audition, and the four of us clicked immediately over our shared love of the Pretenders and all things Monty Python. By mid-June, the Secrets were playing local bars and biker parties in the middle of nowhere, and I was head over heels in love with the drummer.
It wasn’t supposed to happen like that. I wasn’t supposed to fall in love with a boy from my hometown.
I had spent my whole life dying to get out of Middlebourne, W.Va., and had been champing at the bit to leave for college, but by late August, that no longer meant freedom; it meant that I’d have to leave Steve behind. I told myself we’d defy the odds and make it work. He was my soul mate. But we were just kids, and there was no internet, no cellphones with unlimited text and calling. By February 1985, the divide was too great. In a moment of loneliness, I cheated on him. It was over, and I was firmly told to take my place in the friend zone.
I spent the following year flailing and failing in college before making the bold, half-baked decision to drop out of the West Virginia University theater program and move to Los Angeles, a place I’d never been, to pursue a singing career. When Steve found out that I was moving across the country, he softened his friend-zone stance and told me he loved me. On July 13, 1986, he went with my parents to Pittsburgh International Airport to see me off.
For the next 33 years, we would come together and drift apart — sometimes as lovers but mostly as friends. During a visit to my Hollywood apartment in 1988, when he was still in college and the timing was still wrong, I told him, “Who knows. Maybe in 30 years, I’ll come back and get you.”
In November 2019, Steve came to visit me for a long weekend.
I picked him up at Los Angeles International Airport and took him straight to Zuma Beach for a picnic, where we watched dolphins jumping in the waves while the seagulls stole our potato chips. The following day, we cozied up for an afternoon of wine and cheese at Cornell Wine Co. in Old Agoura, then made our way over Topanga Canyon for dinner at Canyon Bistro & Wine Bar.
The night before he flew home, we watched the sun set from our table by the lake at Zin Bistro Americana in Westlake Village. I felt giddy, excited, seen, understood and appreciated in a way I hadn’t felt in a very long time. While it was tempting to jump right in with both feet, we decided to date long distance and take things slowly.
On March 26, 2020, while Steve was still recovering from being profoundly ill with COVID, I arrived at his doorstep at 6 a.m. and proclaimed, “I’m not leaving here without you.”
Two weeks later, after packing most of his belongings into U-Haul shipping crates, we left Parkersburg, W.Va., in Steve’s red Volkswagen Golf with two suitcases, one Treeing Walker Coonhound and one Aussie/Chow mix. I-40 West was practically empty; just us and the occasional car or Amazon truck.
We arrived in California on Easter Sunday and joined the rest of the world in quarantine, not knowing how it would affect our work and financial future. We took a lot of long walks to help deal with the stress of the not knowing, but the magic panacea for me came the day Steve’s Harley-Davidson arrived in one of the crates.
We cruised up and down PCH, and roared our way up and over Mulholland Highway, Stunt Road, Malibu Canyon and Decker Canyon, stopping along the way to stretch our legs, feel the sea spray on our faces and take in views from the valleys to the coastline. We were surrounded by so much beauty; it was almost impossible to let trepidation win.
On one particularly memorable ride on Mulholland Highway between Kanan Road and SR 23 near Saddle Rock, we came around a bend and — bam! — right in front of me was the greenest mountain range I’d ever seen in California, gleaming spectacularly in the sunlight. As I inhaled its gorgeousness and exhaled my stress, I thought, “I can’t believe I get to see this. I can’t believe I get to do this. I can’t believe I get to be with Steve.”
In September 2024, I got to marry Steve.
As my brother, Dan, said at the reception, “What a long, strange trip it’s been.”
The author lives in the suburbs of Los Angeles with her husband, Steve, and their dogs, Coco Puff and Kira.
L.A. Affairs chronicles the search for romantic love in all its glorious expressions in the L.A. area, and we want to hear your true story. We pay $400 for a published essay. Email LAAffairs@latimes.com. You can find submission guidelines here. You can find past columns here.
Lifestyle
‘The Bear’ is back in the kitchen
Sydney (Ayo Edebiri) and Carmy (Jeremy Allen White).
FX
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There has always been a metaphorical parallel between The Bear, the television show, and The Bear, the fictional restaurant on the television show. Even as Carmy (Jeremy Allen White) and Sydney (Ayo Edebiri) transformed the Italian beef joint into the fancy restaurant of their dreams and wished for a Michelin star, there were undoubtedly locals who thought, “This is great and all, and I’m sure the food is good, but … I liked the beef sandwiches.” There’s still a window at The Bear to get them, but the focus is certainly elsewhere.
When it started, The Bear was mostly about the work that took place in the kitchen. The stresses of too many orders, territoriality from Richie (Ebon Moss-Bachrach), the arrival of Sydney, and the tightly wound but undeniably talented Carmy, making everybody both extremely stressed and significantly better. Over time, it shifted and grew, putting together beloved departure episodes like “Fishes” in Season 2, which introduced a boatload of guest stars for a flashback story of a disastrous family dinner before Mikey (Jon Bernthal) died. It spent time with Sydney’s family, it explored the way Tina (Liza Colón-Zayas) and Mikey originally met, it followed Marcus (Lionel Boyce) to Copenhagen, and it went with Richie to work for Andrea (Olivia Colman). All these episodes were excellent. And there was still a kitchen. But the focus seemed to be elsewhere.

At times, the show seemed to have disappeared up its own nose, to the point where you weren’t watching the show The Bear as much as you were watching the phenomenon The Bear. There were too many real-life chef cameos, until it seemed like those chefs were checking a box on a list of “things all the cool kids do.” There were too many other cameos, culminating in a rare miss from the reliably charismatic John Cena. The show placed a lot of narrative weight on Carmy’s love interest, Claire (Molly Gordon) — weight that the underwritten character couldn’t support. But even if every experiment and every diversion had worked, viewers couldn’t be blamed for missing the close focus on the kitchen and the camaraderie — for thinking, “This is all really special, but I do miss the beef sandwiches.”
The fifth and final season dispenses with the departure episodes, and it mostly dispenses with cameos. It all takes place on one day, just after Carmy tells Richie and Sydney that he wants to step back from the restaurant and give it to them and Sugar (Abby Elliott) to run, and it mostly takes place right there at The Bear. Now that the clock set by Jimmy (Oliver Platt) has run out, his money has run out as well, and a series of cascading disasters puts Sydney, Carmy and Richie behind the 8-ball from very early in the day, not least because of the tension hanging over all three of them as they prepare to tell the staff about Carmy’s decision to leave.
Tina (Liza Colón-Zayas).
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We spend this day mostly with the people we know best: our three leads, along with Sugar, Tina, Marcus, and the rest of the staff — including Luca (Will Poulter), who has stayed around to keep working with Marcus. Jimmy is running around with Computer (Brian Koppelman) and a young apprentice of his named Cheese (Elsie Fisher of Eighth Grade), trying to figure out what to do about his finances since it is Jimmy, and not just the restaurant, who’s out of money.
This day takes a while to get cooking, so to speak. The first three episodes of the season are slow, the first two in particular. It’s pouring rain outside, the lighting is dim, and the score maintains the same contemplative melancholy for a long, long time. For about two and a half episodes, it feels like one extended, low-energy scene.
But after that, there’s a shift in tone as the staff looks to get through service, and through seven episodes (FX did not make the finale available in advance for critics), the rest of the season is terrific. What you see is the core story of The Bear, which is people trying to serve food and overcome problems, but through the lens of everything that has happened over the show’s run: Carmy’s retreat from his obsessiveness, Richie’s expansive (and inspiring) discovery of his gift for hospitality; Sydney’s stepping forward from second-in-command to leader; Tina’s complex relationship with the restaurant and her grief over Mikey; Sugar and Carmy’s relationship with Donna (Jamie Lee Curtis); the arrival of Marcus as a high-end pastry chef.
The question the show asks over the last four episodes is: Given all those digressions and flashbacks, given all those visits with families and others, given everything we know about where all these people have been and what they’ve experienced, how does a high-pressure service — of the same kind we used to see in that first season — look now? How do they behave differently, and how does their behavior read differently? How are they the same people we have always known, but at a different juncture, in a different context? How do their wins mean more to them, and to the audience?
On the one hand, making a season this way, there are fewer surprising grace notes, like “Napkins,” the Tina/Mikey flashback episode in Season 3, or “Worms,” the episode in Season 4 where Sydney hung out with her cousin (Danielle Deadwyler) and her cousin’s kid. The Bear feels less daring and more conventional.
But oh, when they have victories under pressure? Victories, large or small? It is immensely, richly satisfying. There’s also more comedy other than just the goofy Faks family than we’ve had in a few seasons; Richie is perhaps the MVP of the season, and that’s partly because of how often he gets to be really funny. Ayo Edebiri continues to be the show’s best reactor, showing Syd eternally a little bit surprised (dismayed?) that she’s chosen to throw in her lot with these people.
There are a couple of questions yet to answer in the finale, both little plot items and broader character resolutions. Over these seven episodes, though, there is much to cheer.


Lifestyle
John Cena wanted to step away from the WWE ring before he became ‘too slow for the show’ : Wild Card with Rachel Martin
A note from Wild Card host Rachel Martin: First a confession: I have never watched a WWE match in its entirety. Don’t get me wrong, I appreciate the athleticism and the performance, it’s just not my thing. But there is something about John Cena I’ve never been able to shake.
Yes, he is a wrestling legend, but he has built a career as an entertainer that transcends the ring. The first time I saw him lead a cast was the 2019 family movie “Playing with Fire” and his rapport with kids in that film didn’t seem like acting at all. The man contains multitudes!
He co-stars with Eric Andre in his newest film, “Little Brother.”
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