In 2004, Smokey's 60th anniversary was celebrated. According to Richard Earle, author of "The Art of Cause Marketing", the Smokey Bear campaign is recognized one of the most powerful and lasting of all public service advertising. "Smokey is simple, strong, straightforward," Earle writes. "He's a denizen of those woods you're visiting, and he cares about preserving them. Anyone who grew up watching "Bambi" realizes how terrifying a forest fire can be. But Smokey wouldn't run away. Smokey's strong. He'll stay and fight the fire if necessary, but he'd rather have you douse it and cover it up so he doesn't have to."