Sporting his ranger flat hat and blue jean trousers, Smokey Bear has become more than a symbol for fire prevention — he’s become a national treasure. The evolution of the campaign through the past 75 years has made Smokey Bear one of the most recognized icons in advertising history. According to a 2013 Ad Council survey, approximately 96 percent of people have heard of Smokey Bear, and 7 out of 10 adults were able to recall Smokey’s message of “Only You Can Prevent Wildfires.” The ad campaign to prevent wildfires is ranked among the Ad Council’s top ten campaigns. The Smokey Bear of today is not entirely the same as the Smokey Bear of the past. The initiative to create an ad campaign to help prevent wildfires began during World War II in response to Japanese submarines firing near an oil field near Los Padres National Forest in California.