During the 1950s and 1960s, the Ad Council sponsored radio advertisements featuring Smokey Bear "in conversation" with prominent American celebrities such as Bing Crosby, Art Linkletter, Dinah Shore and Roy Rogers. Smokey's name and image are used for the "Smokey Bear Awards", which are awarded by the U.S. Forest Service, the National Association of State Foresters (NASF) and the Ad Council, to "recognize outstanding service in the prevention of human-caused wildfires and to increase public recognition and awareness of the need for continuing fire prevention efforts".