PORTLAND, OR -- The Forest Service celebrates a big birthday this year. Smokey Bear and his famous "Only you can prevent wildfires" tagline began in 1944. "He’s definitely an icon," says Maris Gabliks, with the U.S. Forest Service, "He is the longest running public service announcement in the United States."

Smokey’s actual birthday is August ninth, but events are planned all year, including a reading challenge for kids. "Over 44 states participating. I think that’s over 11,000 libraries. Oregon is participating," says Gabliks, "And it’s really targeting kids between the ages of four and 10, to read books about fire prevention and about the environment, in general." Click HERE to learn how to take part. 

Smokey has evolved through the years, "He’s the same bear, Smokey Bear. But he has changed; his image has changed. That key message, ‘only you’ really targets everybody, but always every year there is kind of a new twist to it, just to keep him relevant." This year’s focus is "Smokey is within all of us." Gabliks says, "We see someone doing something careless, we can speak on behalf of Smokey and let those people know, ‘hey, maybe you need to think twice about what you’re doing."

He’ll also fly over us, later this year, "Smokey’s balloon will be participating in the Macy’s Thanksgiving parade." The year of celebrations kicked off at the Rose Parade in Pasadena. 

Gabliks says, "His message is just as important today as it was 80 years ago. And that main message is: Only you can prevent wildfires."