How Brands Can Recognize the Past While Looking Toward the Future

The Smokey Bear Wildfire Prevention campaign is the longest-running PSA campaign in U.S. history, a partnership of the USDA Forest Service, the National Association of State Foresters, and the Ad Council. Smokey’s first ad appeared in 1944, with the character pouring a bucket of water onto a fire, accompanied by the slogan “Smokey Says — Care Will Prevent 9 out of 10 Forest Fires.” In 1947, the motto became “Remember…Only YOU Can Prevent Forest Fires,” which was tweaked to “Only You Can Prevent Wildfires” in 2001.

When Smokey celebrated his 80th birthday in 2024, the milestone presented a special opportunity to reinforce the advertising icon’s five-word rallying cry. Indeed, the message is perhaps more important than ever amid a proliferating number of wildfires across the United States — the latest being the Los Angeles wildfires in January — and throughout the world.

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This story first appeared in ANA Magazine on March 7, 2025. It focused on how celebrating milestones presents nonprofits with an opportunity to refresh their message. As part of the Marketing Makes a World of Difference initiative, The Internationalist included this story as an inspiration to all brands marking critical milestones.

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Smokey Bear’s 80th anniversary celebrations centered around a new PSA, created by ad agency FCB, showing how Smokey’s message has endured for decades and spanned generations.

“The work features vignettes of individuals living Smokey’s wildfire prevention tips, shot in the style of the ’50s, ’70s, ’80s, and today, illustrating that Smokey’s message lives within us all, and it has for the past eight decades,” says Tracy Danicich, VP and group campaign director at the Ad Council, adding that the PSA was shared across social media with birthday shoutouts from celebrities like actor Brian Tyree Henry (the new voice of Smokey Bear), weather guru Al Roker, and Bill Nye the Science Guy. All told, the PSA reached more than 20 million people, Danicich says.

The campaign got the word out through a series of appearances across the country, with Smokey Bear stopping by local events and schools to promote wildfire prevention, including the Rose Parade in January and a D.C. United soccer game in September. In November, he rung the Nasdaq bell to start the day’s trading.

An Opportunity to Reflect

The festivities surrounding Smokey Bear’s birthday — rooted in his message of fire prevention — help to illustrate how marketers working at nonprofits can leverage significant and/or historical events associated with their organization to refresh the brand, spur fundraising, and reach new audiences.

“Milestones can help provide a special or celebratory moment when you may not otherwise have one, but they’re not enough on their own,” Danicich says. “You still need compelling new creative, stats, and a clear call-to-action. In this case, Smokey’s longevity speaks to his iconic status in American culture, and his birthday serves as a time for fans to share memories while also reflecting on how much good he continues to accomplish.”

She adds, “So many people first met Smokey through an appearance at a school or a parade, and those moments create a lifelong appreciation for Smokey and wildfire prevention alike.”

ctively engaging the public and pressing the flesh is not to be underestimated. “Events and appearances are truly a part of Smokey’s legacy,” Danicich says, adding that events also enable people to connect with prevention experts and contribute to a deeper understanding throughout the public about wildfire prevention.

Reenergize the Brand

Celebrating nonprofit milestones is increasingly critical amid a media environment fraught with distraction, according to Morgan Roth, CMO at the Muscular Dystrophy Association (MDA), which is celebrating its 75th anniversary this year. “Cutting through the noise requires an authentic, unique story,” she says. “MDA has 75 years of legacy and impact — no one has a story like ours, filled with breakthroughs.”

MDA is celebrating its anniversary through a new PSA and by putting the spotlight on several of its innovations in the nonprofit arena, such as the MDA Labor Day Telethon — the first telethon dedicated to a single disease — which was broadcast from 1966 to 2014 and made famous by comedian Jerry Lewis.

The nonprofit will also remind people (and potential donors) that the MDA was the first organization to establish multidisciplinary clinics providing comprehensive care for neuromuscular diseases and launched the first summer camp for children with neuromuscular diseases. It also helped to promote the National ALS Registry, which was established by the CDC, to improve data collection for research and medical care.

“We’re highlighting this history by amplifying voices from our community, the people who’ve lived our mission, contributed to progress, and continue to inspire the next chapter,” Roth says. “By focusing on authenticity and human connection, we’re creating a message that resonates, even in today’s crowded digital space.”

Cleveland Browns former running back Nyheim Hines, for instance, whose mother was diagnosed with muscular dystrophy when he was 14 years old, appears in a PSA talking about the services, guidance, and support the MDA provides his family.

Children International, which helps kids living in poverty, is in the early stages of planning a yearlong commemoration of the nonprofit’s 90th anniversary in 2026, including a strategic communications plan that elevates fundraising efforts, boosts employee engagement, and strengthens brand awareness, says Stacy Adams, global director of external communications at ANA member Children International.

“Our anniversary planning committee includes a cross-departmental team of Children International leaders,” Adams says. “We’re developing a plan that will celebrate the comprehensive impact of Children International’s work over the past 90 years, while showcasing the exciting evolution under way.”

According to Michelle Hillman, chief campaign development officer at the Ad Council, nonprofits are focusing more on conveying a message and creating social change rather than selling a product. “When you’re hosting an event — whether it’s to prevent unintended wildfires or encourage parents to talk to their kids about vaping — you need to make sure you have trusted messengers and experts that can talk about the subject in an engaging way,” she says.

The Ad Council’s Danicich stresses that it’s key to explore all available marketing channels when marketing a birthday and/or special occasion. “Every social media channel has a role to play, depending on who you’re trying to reach,” she says. “With Smokey, we’ve found Instagram to be a great place to connect with a slightly younger audience that enjoys the lighthearted side of Smokey. Reels and short video content have been especially popular.”

Harness Artificial Intelligence

Leveraging milestones requires a sustained message across multiple platforms, Roth says. These efforts include:

• Unified messaging. MDA designed 75th anniversary branding and messaging to complement every aspect of the organization’s campaigns, creating a cohesive message.
• Integrated campaigns. People attending nonprofit events for the first time are given the opportunity to donate while previous donors are encouraged to attend to maintain ties.
• Interactive experiences. Deploying online surveys and encouraging user-generated content create a two-way dialogue.
• Celebrate partnerships. Magnify partnerships with supporters to highlight collaboration and expand reach.
• Momentum planning. Use anniversaries and the like as a launchpad for the future, with every initiative designed to propel the organization forward and strengthen the connection with stakeholders.

The MDA is also deploying artificial intelligence (AI). “AI is essential in identifying people with the highest propensity to engage with MDA, and it helps us continuously refine how they perceive our work,” Roth says. “By analyzing behavioral data, AI enables us to deliver personalized messaging that resonates deeply.”

Influencers, she adds, represent “a powerful extension” for storytelling. “We partner with macro- and micro-influencers, including people living with neuromuscular disease, caregivers, clinicians, scientists, and celebrities touched by our mission,” she says. “These voices break stereotypes, create curiosity, and educate audiences both inside and outside the NMD (neuromuscular disease) space.”

ABOUT THE AUTHOR: Brion O’Connor

Brion O’Connor is a Boston-based freelance writer and a longtime contributor to the ANA, specializing in social impact initiatives. His 40-year journalism career includes stints as a newspaper reporter, newspaper editor, magazine writer, and content provider for custom publications. His stories have run in Sports Illustrated, ESPN, Men’s Journal, Men’s Fitness, the New York Times, the Boston Globe, Ski, Bicycling, and numerous alumni and in-flight magazines. You can connect with Brion on LinkedIn.