Nightly News   |  July 12, 2013

Smokey Bear gives hugs in new ad campaign

One of the greatest public awareness campaigns in history, Smokey Bear has been warning people that only they can prevent forest fires for decades (he started saying “wildfires” in 2001). Now, he’s giving bear hugs to those who exhibit good fire-prevention habits. NBC’s Brian Williams reports.

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This content comes from Closed Captioning that was broadcast along with this program.

>>> generation of -- generations of us have grown up able to quote smokey bear . "only you can prevent forest fires ." since his creation during world war ii as a public service from the ad industry, it's been one of the great public awareness campaigns in u.s. history . smokey has just received a freshening, however. they last updated him to change forest fires to wildfires. and now to reflect our era of positive reinforcement, the new commercials show him hugging people who exhibit good fire prevention habits.