In 2014, the campaign celebrated Smokey's 70th birthday, with new birthday-themed television, radio, print, outdoor, and digital PSAs that continued the 2013 campaign "Smokey Bear Hug". The campaign depicted Smokey rewarding his followers with a hug, in acknowledgement of using the proper actions to prevent wildfires. In return, outdoor–loving individuals across the nation were shown reciprocating with a birthday bear hug in honor of his 70 years of service. Audiences were encouraged to join in by posting their own #SmokeyBearHug online. The campaign also did a partnership with Disney's "Planes" that same year. In 2016, the campaign launched a new series of PSAs that aimed to increase awareness about less commonly known ways that wildfires can start. The new "Rise from the Ashes" campaign featured art by Bill Fink, who used wildfire ashes as an artistic medium to illustrate the devastation caused by wildfires and highlight less obvious wildfire causes. In 2017, the campaign launched new videos and artwork inspired by Smokey Bear posters to continue to raise awareness of lesser-known wildfire starts. The new artwork was created by Brian Edward Miller, Evan Hecox, Janna Mattia, and Victoria Ying, portraying Smokey Bear in each of their unique styles.