Created in 1944, the Smokey Bear campaign is the longest running public service campaign in history. Smokey's first forest fire prevention message remained unchanged for 50 years until April 2001, when the Ad Council updated his message to address the increasing number of wildfires in the nation's wildlands. As one of the world's most recognizable fictional characters, Smokey's image is protected by US Federal Law and is administered by the USDA Forest Service, the National Association of State Foresters and the Ad Council.