In 1942, the U.S. Forest Service established the Cooperative Forest Fire Prevention (CFFP) program. The same year, on August 13, Disney's full-length animated motion picture "Bambi" premiered in New York City. Soon after, Walt Disney allowed his characters to appear in fire prevention public service campaigns. However, "Bambi" was only loaned to the government for a year, so a new symbol was needed. After much discussion, a bear was chosen. His name was inspired by "Smokey" Joe Martin, a New York City Fire Department hero who suffered burns and blindness during a bold 1922 rescue.