Only you can prevent forest fires.

“Only you can prevent forest fires” is a U.S. public-service slogan associated with Smokey Bear, the mascot of the U.S. Forest Service and the Ad Council’s long-running wildfire-prevention campaign. Introduced during World War II amid concerns about timber supplies and fire risk, the campaign emphasized personal responsibility for preventing human-caused wildfires. The wording became ubiquitous on posters, radio and TV spots, and educational materials, often paired with Smokey’s image addressing the viewer directly. Although frequently treated as a generic proverb and sometimes labeled “Anonymous,” it originates in organized government/Ad Council messaging rather than a private author.

The slogan uses direct address (“Only you”) to assign individual agency and moral responsibility for a collective environmental good. Its force lies in implying that most forest fires are preventable and that everyday choices—extinguishing campfires, handling cigarettes safely, obeying burn restrictions—matter. The absolutist “only” is rhetorical rather than literal: institutions manage forests and respond to fires, but the message aims to reduce human-caused ignitions by making prevention feel personal and immediate. As a piece of civic rhetoric, it exemplifies mid-20th-century public education campaigns that mobilize citizens through simple, memorable imperatives.

“Only YOU can prevent forest fires.”
“Only you can prevent wildfires.”
“Remember… only you can prevent forest fires.”