Smokey's New Saying NPR's Howard Berkes reports on the advertising campaign that's bringing Smokey Bear into the new millennium. The public service announcements alter the bear's famous warning about "forest fire" prevention, to one concerning "wildfires," in order to emphasize that deserts and grasslands are also prone to destructive fires.

Smokey's New Saying

Smokey's New Saying

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NPR's Howard Berkes reports on the advertising campaign that's bringing Smokey Bear into the new millennium. The public service announcements alter the bear's famous warning about "forest fire" prevention, to one concerning "wildfires," in order to emphasize that deserts and grasslands are also prone to destructive fires.