"At 65, Smokey Bear Is Still Fighting Fires"

"He's a war hero who became a media mogul, celebrity pitchman, pop icon and philanthropist. He's so famous he was given his own ZIP Code, 20252, to handle the fan mail. He is 65 years old but has no intention of retiring. In fact, he looks fitter than ever.

Working outdoors with a shovel will do that.

Smokey Bear was born in August 1944, sired by a committee of ad men and government bureaucrats hoping to safeguard a key war material: wood. Smokey today remains the face of the longest-running public service campaign in U.S. history -- a simple message delivered by an anthropomorphic bear."

Mike Anton reports for the Los Angeles Times July 24, 2009.