Ad Council

/

360 Campaign

Poke the bear

Poke the bear

/ About the project

Since the creation of Smokey the Bear, hundreds of women have been harmed while enjoying the outdoors.

We decided it's time to Poke the Bear and redesign Smokey for a new prevention campaign against gender-based violence in the outdoors.

/ Credits

Art Direction:

Elizabeth Phelps, Sarah Croibier

Copywriting:

Ali Manning

/ Awards

The Clio Awards - Bronze, Integrated Campaign

The Clio Awards - Bronze, Public Relations

NYX Awards - Gold, Cause Marketing
Creative Conscious

When asked whether they would rather be alone with a bear than a man, women chose the bear.

When asked whether they would rather be alone with a bear than a man, women chose the bear.

Man or Bear?

Man or Bear?

Man or Bear?

When asked whether they would rather be alone with a bear than a man, women chose the bear.

With Smokey's help,

we can prevent gender-based violence.

We traded in Smokey’s shovel for a violet.

A wildflower native to North America
and a powerful symbol of women’s movements throughout history.

Visit Smokey’s original campaign here.

Now, Smokey is standing with us, instead of just standing by.

Because inaction can make gender-based violence spread like wildfire.

Now, Smokey is standing with us, instead of just standing by.

Because inaction can make gender-based violence
spread like wildfire.

Smokey's New Look

Smokey's New Look

Smokey's New Look

Thanksgiving Day
Parade Float

In the Park

Smokey’s fire-safety boards would now also display the new mission in dimly lit urban areas.

On the Trail

Thanksgiving Day Parade Float

In the Park

In the Park

Smokey’s fire-safety boards would now also display the new mission in dimly lit urban areas.

Thanksgiving Day
Parade Float

On the Trail

On the Trail

Truck Stop Urinals

Truck Stop Urinals

Ask for Smokey

Ask for Smokey

Inspired by the UK 2016 movement that allowed women to confidentially report sexual assault in bars “Ask for Angela", asking for Smokey will prompt trained rangers to provide on scene support in the outdoors.

With Smokey's help,

we can prevent gender-based violence.

With Smokey's help,
we can prevent gender-based violence.

With Smokey's help,

we can prevent gender-based violence.

Now, Smokey is standing with us, instead of just standing by.

Because inaction can make gender-based violence spread like wildfire.

We traded in Smokey’s shovel for a violet.


A wildflower native to North America and a powerful symbol of women’s movements throughout history.

Visit Smokey’s original campaign here.

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