Smokey Bear, the American icon of wildfire prevention, turned 70 years old in the midst of the worst wildfire season in decades.

Smokey Bear’s message has been part of the longest-running public service campaign in U.S. history. The campaign has also widened its focus over the years with an expanding online presence.

Hallie Jackson reports on the evolution of Smokey’s role.

American icon Smokey Bear turns 70 years old

Smokey Bear, the American icon of wildfire prevention, turned 70 years old in the midst of the worst wildfire season in decades.