A WW II-era poster displayed caricatures of Hitler and Emperor Hirohito in the foreground to a burning forest. “Our carelessness – their secret weapon” it read. “Prevent forest fires.” Forest fires, whether enemy-set or otherwise, were indeed a problem during the war, as few able-bodied men were around to put them out. The Forest Service first employed Bambi to transmit the message of forest fire prevention, but Disney’s licensing  agreement limited Bambi’s tour of duty to only a year. A more permanent mascot was needed.

On this day, August 9, in 1944 Smokey Bear first appeared on U.S. Forest Service posters. A jeans and campaign hat-attired smokey was depicted pouring a bucket of water on a campfire. The message underneath read “Smokey says – Care will prevent 9 out of 10 forest fires!”

Smokey’s name came in honor of “Smokey” Joe Martin, a hero of the New York City Fire Department hero who braved severe burns and blindness to rescue a victim in a fire in 1922. The living symbol of Smokey was a bear cub rescued from a forest fire in 1950. He had climbed a tree to escape the flames, but his legs and feet were burned. The rescuers originally named him “Hotfoot Teddy” but then changed the name to Smoky and made him the official live mascot.