80 years is a tremendous milestone—for anyone. To make it to 80 means you have overcome life’s greatest challenges and you truly become the elder, the sage, the one who knows a thing or two and should be listened to. Being the spokes-bear, if you will, of the longest running and most successful advertising campaign in American history, at 80 years old, I think Smokey Bear would agree. And so does the USDA Forest Service. Smokey’s actual birthday is August 9. However, starting in January, the Forest Service which has, in cooperation with the Ad Council and the National Association of State Foresters, managed the image of Smokey Bear since the 1940s will launch a yearlong celebration. The kickoff will start with Smokey sharing his iconic phrase of Only You Can Prevent Wildfires in the Tournament of Roses Parade on January 1.