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Smokey Bear turns 80 this year. Did he help prevent forest fires?

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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.

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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.

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.

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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.

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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 in New York on November 2021

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.

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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.”

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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.

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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.

Wild mustard flowers bloom around a Smokey Bear sign in Griffith Park in Los Angeles, Thursday, June 8, 2023.

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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.“

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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.

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“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)

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.”

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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.

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This digital story was edited by Obed Manuel.

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‘The Fall and Rise of Reggie Dinkins’ falls before it rises — but then it soars

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‘The Fall and Rise of Reggie Dinkins’ falls before it rises — but then it soars

Tracy Morgan, left, and Daniel Radcliffe star in The Fall and Rise of Reggie Dinkins.

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Tracy Morgan, as a presence, as a persona, bends the rules of comedy spacetime around him.

Consider: He’s constitutionally incapable of tossing off a joke or an aside, because he never simply delivers a line when he can declaim it instead. He can’t help but occupy the center of any given scene he’s in — his abiding, essential weirdness inevitably pulls focus. Perhaps most mystifying to comedy nerds is the way he can take a breath in the middle of a punchline and still, somehow, land it.

That? Should be impossible. Comedy depends on, is entirely a function of, timing; jokes are delicate constructs of rhythms that take time and practice to beat into shape for maximum efficiency. But never mind that. Give this guy a non-sequitur, the nonner the better, and he’ll shout that sucker at the top of his fool lungs, and absolutely kill, every time.

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Well. Not every time, and not everywhere. Because Tracy Morgan is a puzzle piece so oddly shaped he won’t fit into just any world. In fact, the only way he works is if you take the time and effort to assiduously build the entire puzzle around him.

Thankfully, the makers of his new series, The Fall and Rise of Reggie Dinkins, understand that very specific assignment. They’ve built the show around Morgan’s signature profile and paired him with an hugely unlikely comedy partner (Daniel Radcliffe).

The co-creators/co-showrunners are Robert Carlock, who was one of the showrunners on 30 Rock and co-created The Unbreakable Kimmy Schmidt, and Sam Means, who also worked on Girls5eva with Carlock and has written for 30 Rock and Kimmy Schmidt.

These guys know exactly what Morgan can do, even if 30 Rock relegated him to function as a kind of comedy bomb-thrower. He’d enter a scene, lob a few loud, puzzling, hilarious references that would blow up the situation onscreen, and promptly peace out through the smoke and ash left in his wake.

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That can’t happen on Reggie Dinkins, as Tracy is the center of both the show, and the show-within-the-show. He plays a former NFL star disgraced by a gambling scandal who’s determined to redeem himself in the public eye. He brings in an Oscar-winning documentarian Arthur Tobin (Radcliffe) to make a movie about him and his current life.

Tobin, however, is determined to create an authentic portrait of a fallen hero, and keeps goading Dinkins to express remorse — or anything at all besides canned, feel-good platitudes. He embeds himself in Dinkins’ palatial New Jersey mansion, alongside Dinkins’ fiancée Brina (Precious Way), teenage son Carmelo (Jalyn Hall) and his former teammate Rusty (Bobby Moynihan), who lives in the basement.

If you’re thinking this means Reggie Dinkins is a show satirizing the recent rise of toothless, self-flattering documentaries about athletes and performers produced in collaboration with their subjects, you’re half-right. The show feints at that tension with some clever bits over the course of the season, but it’s never allowed to develop into a central, overarching conflict, because the show’s more interested in the affinity between Dinkins and Tobin.

Tobin, it turns out, is dealing with his own public disgrace — his emotional breakdown on the set of a blockbuster movie he was directing has gone viral — and the show becomes about exploring what these two damaged men can learn from each other.

On paper, sure: It’s an oil-and-water mixture: Dinkins (loud, rich, American, Black) and Tobin (uptight, pretentious, British, practically translucent). Morgan’s in his element, and if you’re not already aware of what a funny performer Radcliffe can be, check him out on the late lamented Miracle Workers.

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Whenever these two characters are firing fusillades of jokes at each other, the series sings. But, especially in the early going, the showrunners seem determined to put Morgan and Radcliffe together in quieter, more heartfelt scenes that don’t quite work. It’s too reductive to presume this is because Morgan is a comedian and Radcliffe is an actor, but it’s hard to deny that they’re coming at those moments from radically different places, and seem to be directing their energies past each other in ways that never quite manage to connect.

Precious Way as Brina

Precious Way as Brina.

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It’s one reason the show flounders out of the gate, as typical pilot problems pile up — every secondary character gets introduced in a hurry and assigned a defining characteristic: Brina (the influencer), Rusty (the loser), Carmelo (the TV teen). It takes a bit too long for even the great Erika Alexander, who plays Dinkins’ ex-wife and current manager Monica, to get something to play besides the uber-competent, work-addicted businesswoman.

But then, there are the jokes. My god, these jokes.

Reggie Dinkins, like 30 Rock and Kimmy Schmidt before it, is a joke machine, firing off bit after bit after bit. But where those shows were only too happy to exist as high-key joke-engines first, and character comedies second, Dinkins is operating in a slightly lower register. It’s deliberately pitched to feel a bit more grounded, a bit less frenetic. (To be fair: Every show in the history of the medium can be categorized as more grounded and less frenetic than 30 Rock and Kimmy Schmidt — but Reggie Dinkins expressly shares those series’ comedic approach, if not their specific joke density.)

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While the hit rate of Reggie Dinkins‘ jokes never achieves 30 Rock status, rest assured that in episodes coming later in the season it comfortably hovers at Kimmy Schmidt level. Which is to say: Two or three times an episode, you will encounter a joke that is so perfect, so pure, so diamond-hard that you will wonder how it has taken human civilization until 2026 Common Era to discover it.

And that’s the key — they feel discovered. The jokes I’m talking about don’t seem painstakingly wrought, though of course they were. No, they feel like they have always been there, beneath the earth, biding their time, just waiting to be found. (Here, you no doubt will be expecting me to provide some examples. Well, I’m not gonna. It’s not a critic’s job to spoil jokes this good by busting them out in some lousy review. Just watch the damn show to experience them as you’re meant to; you’ll know which ones I’m talking about.)

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Now, let’s you and I talk about Bobby Moynihan.

As Rusty, Dinkins’ devoted ex-teammate who lives in the basement, Moynihan could have easily contented himself to play Pathetic Guy™ and leave it at that. Instead, he invests Rusty with such depths of earnest, deeply felt, improbably sunny emotions that he solidifies his position as show MVP with every word, every gesture, every expression. The guy can shuffle into the far background of a shot eating cereal and get a laugh, which is to say: He can be literally out-of-focus and still steal focus.

Which is why it doesn’t matter, in the end, that the locus of Reggie Dinkins‘ comedic energy isn’t found precisely where the show’s premise (Tracy Morgan! Daniel Radcliffe! Imagine the chemistry!) would have you believe it to be. This is a very, very funny — frequently hilarious — series that prizes well-written, well-timed, well-delivered jokes, and that knows how to use its actors to serve them up in the best way possible. And once it shakes off a few early stumbles and gets out of its own way, it does that better than any show on television.

This piece also appeared in NPR’s Pop Culture Happy Hour newsletter. Sign up for the newsletter so you don’t miss the next one, plus get weekly recommendations about what’s making us happy.

Listen to Pop Culture Happy Hour on Apple Podcasts and Spotify.

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How to have the best Sunday in L.A., according to Andy Richter

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How to have the best Sunday in L.A., according to Andy Richter

Andy Richter has found his place.

The Chicago area native previously lived in New York — where he first found fame as Conan O’Brien’s sidekick on “Late Night” — before moving to Los Angeles in 2001. Three years ago, he moved to Pasadena. “Now that I live here, I would not live anywhere else,” he says.

There are some practical benefits to the city. “I am such a crabby old man now, but it’s like, there’s parking, you can park when we have to go out,” Richter says. “The notion of going to dinner in Santa Monica just feels like having nails shoved into my feet.”

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In Sunday Funday, L.A. people give us a play-by-play of their ideal Sunday around town. Find ideas and inspiration on where to go, what to eat and how to enjoy life on the weekends.

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But he mostly appreciates that Pasadena is “a very diverse town and just a beautiful town,” he says.

For Richter, most Sundays revolve around his family. In 2023, the comedian and actor married creative executive Jennifer Herrera and adopted her young daughter, Cornelia. (He also has two children in their 20s, William and Mercy, from his previous marriage.)

Additionally, he’s been giving his body time to recover. Richter spent last fall training and competing on the 34th season of “Dancing With the Stars.” And though he had no prior dancing experience, he won over the show’s fan base with his kindness and dedication, making it to the competition’s ninth week.

He hosts the weekly show “The Three Questions” on O’Brien’s Team Coco podcast network and still appears in films and TV shows. “I’m just taking meetings and auditioning like every other late 50s white comedy guy in L.A., sitting around waiting for the phone to ring.”

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This interview has been lightly edited and condensed for length and clarity.

7:30 a.m.: Early rising

It’s hard for me at this advanced age to sleep much past 7:30. I have a 5 1/2-year-old, and hopefully she’ll sleep in a little bit longer so my wife and I can talk and snuggle and look at our phones at opposite ends of the bed, like everybody.

Then the dogs need to be walked. I have two dogs: a 120-pound Great Pyrenees-Border Collie-German Shepherd mix, and then at the other end of the spectrum, a seven-pound poodle mix. We were a blended dog family. When my wife and I met, I had the big dog and she had a little dog. Her first dog actually has passed, but we like that dynamic. You get kind of the best of both worlds.

8 a.m.: Breakfast at a classic diner

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Then it would probably be breakfast at Shakers, which is in South Pasadena. It’s one of our favorite places. We’re kind of regulars there, and my daughter loves it. It’s easy with a 5-year-old, you’ve got to do what they want. They’re terrorists that way, especially when it comes to cuisine.

I’ve lived in Pasadena for about three years now, but I have been going to Shakers for a long time because I have a database of all the best diners in the Los Angeles metropolitan area committed to memory. There’s just something about the continuity of them that makes me feel like the world isn’t on fire. And because of L.A.’s moderate climate, the ones here stay the way they are; whereas if you get 18 feet of winter snow, you tend to wear down the diner floor, seats, everything.

So there’s a lot of really great old places that stay the same. And then there are tragic losses. There’s been some noise that Shakers is going to turn into some kind of condo development. I think that people would probably riot. They would be elderly people rioting, but they would still riot.

11 a.m.: Sandy paws

My in-laws live down in Long Beach, so after breakfast we might take the dogs down to Long Beach. There’s this dog beach there, Rosie’s Beach. I have never seen a fight there between dogs. They’re all just so happy to be out and off-leash, with an ocean and sand right there. You get a contact high from the canine joy.

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1 p.m.: Lunch in Belmont Shore

That would take us to lunchtime and we’ll go somewhere down there. There’s this place, L’Antica Pizzeria Da Michele, in Belmont Shore. It’s fantastic for some pizza with grandma and grandpa. It’s originally from Naples. There’s also one in Hollywood where Cafe Des Artistes used to be on that weird little side street.

4 p.m.: Sunset at the gardens

We’d take grandma and grandpa home, drop the dogs off. We’d go to the Huntington and stay a couple of hours until sunset. The Japanese garden is pretty mind-blowing. You feel like you’re on the set of “Shogun.”

The main thing that I love about it is the changing of ecospheres as you walk through it. Living in the area, I drive by it a thousand times and then I remember, “Oh yeah, there’s a rainforest in here. There’s thick stands of bamboo forest that look like Vietnam.” It’s beautiful. With all three of my kids, I have spent a lot of time there.

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6:30 p.m.: Mall of America

After sundown, we will go to what seems to be the only thriving mall in America — [the Shops at] Santa Anita. We are suckers for Din Tai Fung. My 24-year-old son, who’s kind of a food snob, is like, “There’s a hundred places that are better and cheaper within five minutes of there in the San Gabriel Valley.” And we’re like, “Yeah, but this is at the mall.” It’s really easy. Also, my wife is a vegetarian, and a lot of the more authentic places, there’s pork in the air. It’s really hard to find vegetarian stuff.

We have a whole system with Din Tai Fung now, which is logging in on the wait list while we’re still on the highway, or ordering takeout. There’s plenty of places in the mall with tables, you can just sit down and have your own little feast there.

There’s also a Dave & Buster’s. If you want sensory overload, you can go in there and get a big, big booze drink while you’re playing Skee-Ball with your kid.

9 p.m.: Head to bed ASAP

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I am very lucky in that I’m a very good sleeper and the few times in my life when I do experience insomnia, it’s infuriating to me because I am spoiled, basically. When you’ve got a 5 1/2-year-old, there’s no real wind down. It’s just negotiations to get her into bed and to sleep as quickly as possible, so we can all pass out.

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Video: Prada Peels Back the Layers at Milan Fashion Week

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Video: Prada Peels Back the Layers at Milan Fashion Week

new video loaded: Prada Peels Back the Layers at Milan Fashion Week

At Milan Fashion Week, Prada showcased a collection built on layering. For the models, it was like shedding a skin each of the four times they strutted down the runway, revealing a new look with each cycle.

By Chevaz Clarke and Daniel Fetherston

February 27, 2026

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