Forest Service, Ad Council launch integrated 'Smokey the Bear' campaign

The US Forest Service and the nonprofit National Association of State Foresters (NASF) have partnered with The Ad Council to launch this year's “Smokey the Bear” forest fire-prevention campaign. The effort launched June 30. This year's version of the 66-year-old campaign is an integrated effort that includes TV spots, static and rich media banner ads, e-mail, mobile and social media. Draftfcb, the pro bono agency on the account since 1944, created the campaign, while creative agency Animax worked on the social media components. “Smokey the Bear's message has evolved from just a prevention message to an intervention message,” said Ellyn Fisher, VP of PR and social media at The Ad Council. “It is not only telling people to take precautions, but to act like Smokey and intervene when you see someone acting irresponsibly.”...more

From prevention to intervention - sounds like the story of our government.