Smokey Bear's world is on fire. But the old mascot won't die.

As the Smokey the Bear campaign - run by the U.S. Forest Service, the National Association of State Foresters, and the non-profit advertiser the Ad Council - approaches its 75th birthday, things have changed a bit on the wildfire front.

Smokey Bear's world is on fire. But the old mascot won't die.

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