On June 3 Wildfire Today told you about the new Smokey Bear public service announcements. An off road vehicle group complained that one of the ads seemed to imply that the legal use of an ATV could cause forest fires. Don Amador, the Western representative of the BlueRibbon Coalition in Idaho, said the ad:
“…incorrectly conveyed to the ATV rider that the best way for them to prevent wildfires was to stay at home. Instead, the ad should have encouraged the use of Forest Service-approved spark arresters and limiting travel to approved routes and areas.”
The Forest Service has requested that TV stations discontinue using the ad.
This morning an updated Smokey Bear campaign launched, featuring a new round of television, radio, print, outdoor, and Web ads. The ads were created pro bono, by Draftfcb, the same advertising agency that has been creating the advertising for Smokey Bear since 1944. Here’s a new 30 second video that has Smokey on a mountain bike:
They added a new twist this time. Some of the ads ask that young adults step in and intervene if others act carelessly. The voice of Sam Elliot encourages audiences to “Get Your Smokey On”. And Smokey asks that you prevent “wildfires”, not “forest fires”. I think that change was made a few years ago.
A second series of ads produced by the Walt Disney Company is also launching this week featuring characters from the film Sleeping Beauty.