Smokey and Prescribed Fire: Conflicting Messages?

Smokey Bear, perhaps one of the best known icons in the United States, represents one of the most successful social marketing initiatives in the world. Partners from the state forester and local elementary school teacher to the National Advertising Council have teamed to help save our natural resources from accidental fire. "Only you can prevent forest fires" drives home a nation's responsibility for protecting against fire danger.

But … "Mommy look, that ranger is setting the grass on fire" is a statement that could be heard as the family car drives past a prescribed burn. Therein lies the mixed message–often driven by the misper-ception that all fire is bad. As communicators, how do we address this issue of communicating that prescribed burns are appropriate?

Just as it is illegal for us to speed, emergency vehicles speed daily. Emergency vehicle drivers convey to the public, through flashing lights and sirens, that speeding is acceptable in emergency situations. Note that their action is accompanied by a signal (message) recognized and approved by society.

Wildland fire managers must adhere to the same principle–when you burn you must provide society with an understandable and socially acceptable message. Driving through many parks and forests, the visitor may encounter a roadside sign that says, "Prescribed Burn Today." A brochure to hand out to passersby, such as NPS's "Wildland Fire in National Parks" advises the reader why the burn is occurring.

We must continue to effectively utilize fire prevention education. Smokey is as relevant today as ever. On the other hand, we have ascribed to no fire or reduced fire in natural systems so long that we now have a tremendous buildup of fuel. That fuel must be managed to reduce the danger of catastrophic fire. The wildland manager must foster a partnership between Smokey and the drip torch; both are tools to be used and interpreted for our audiences.

Author: Gary W. Mullins