Smokey Bear (also sometimes called Smokey the Bear) is a mascot of the United States Forest Service. He was made to teach people that forest fires are dangerous and how people can prevent them. An advertising campaign featuring Smokey was started in 1944 with the slogan, "Smokey Says – Care Will Prevent 9 out of 10 Forest Fires". Smokey Bear's later slogan, "Remember... Only YOU Can Prevent Forest Fires", was made in 1947 by the Ad Council. In April 2001, the message was changed to "Only You Can Prevent Wildfires". According to the Ad Council, Smokey Bear and his message are recognized by 95% of adults and 77% of children in the U.S.