“Remember, only you can prevent forest fires.” Generations of Americans have this fire safety adage emblazoned on their collective memory thanks to Smokey Bear (often mistakenly called Smokey the Bear).  Smokey Bear is the longest-running public service announcement in U.S. history. A large, friendly, bare-chested bear in denim jeans and a campaign hat, asking you to prevent forest fires, he is universally beloved… almost. In this episode, we get to know the bear himself. Where did he come from? How did he and his message spread like, well, wildfire? How did he become a beloved children’s character, a working-class hero, a guardian of nature, a countercultural icon, and a symbol of government overreach, all in one? And what’s it like to dress up in a Smokey Bear costume?

Western Edition is hosted by William Deverell and produced by Avishay Artsy, Katie Dunham, Jessica Kim and Elizabeth Logan. Our music was written and recorded by I See Hawks in L.A. Western Edition is a production of the Huntington-USC Institute on California and the West.