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Day 6

As wildfires get bigger and stronger, a former firefighter says Smokey Bear needs an update

Wildfires are getting worse and climate change is playing a larger role, but Smokey Bear, the U.S. Forest Service's fire prevention icon and his slogan, "Only you can prevent wildfires," haven't changed much since 1944.

The fire prevention icon has been telling people 'Only you can prevent wildfires' for decades

CBC Radio ·
Former firefigher Sarah Berns says that Smokey Bear's message should focus more on the complexity of fire, rather than putting the onus on individuals. (Ethan Miller/Getty Images)

When Smokey Bear made his first appearance in 1944, his job was to educate the public about the dangers of forest fires with a simple message: It's up to individuals to prevent forest fires.

In the years since, not much about the firefighting mascot has changed — but the nature of forest fires has.

"Since Smokey the Bear first came on the scene, wildfires in [the U.S.] have increased in intensity and duration, for sure. Fire seasons have become longer," said Sarah Berns, a former firefighter for the U.S. Forest Service, on CBC Radio's Day 6.

The changing nature of fire is top of mind for many around the world this week. In Australia, more than 100 fires raging across the country's east coast have killed at least four people, and claimed hundreds of homes. 

While fires are common in the region, the intensity and early arrival of this season's flames have caught many by surprise, according to Reuters.

As fires grow more common in the U.S., Canada and abroad, Berns says the Smokey is due for a rethink.

"I think that Smokey is a fabulous icon ... what I think is missing from Smokey's message is nuance," she told guest host Saroja Coelho.

In a comment to Huffington Post, Gwen Beavans, a spokesperson for and the U.S. Forest Service said that Smokey has "found creative ways to expand upon that line [his slogan] and educate millions about the importance of wildfire prevention."

Fires are complicated, and neither good nor bad, Berns adds. She would like to see Smokey Bear have a more fulsome conversation about all aspects of fire.

"I feel like there is a lot of room for Smokey to engender a really creative and rich dialogue as he educates, especially, this new generation," she said.

"Sometimes I think that it would be wonderful for Smokey to have a podcast, and to be able to have conversations with fire ecologists and wildland firefighters and policymakers and people affected by fire."

To hear the full interview with Sarah Berns, download our podcast or click Listen above.

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