This year, Smokey Bear turns 75. Think about that for a second-a public service announcement campaign just turned three-quarters of a century old! The Smokey program is the longest running public service announcement campaign in U.S. history and is still running strong. The campaign's simple fire prevention message, delivered by an anthropomorphized bear, transcends language and cultural barriers. As the wildfire situation in the United States becomes ever more complex, it is important to reflect on Smokey's history to help the fire community shape the campaign’s future.