Smokey Bear

OBJECTIVE

Empower people to take urgent, meaningful action with Smokey’s help.

MY ROLE AND BUSINESS LEADERSHIP IMPACT

FCB New york has been the AOR for Ad council’s Smokey Bear campaign for 80+ years, and I have led the account for 3 of them, producing 2x campaigns. The campaign is a Pro Bono account and so it is a passion project that I signed up for in addition to my other day-to-day work, but there’s nothing I wouldn’t do for everyone’s favorite Bear.

I own execution across all workstreams, aligning internal teams, partners, and client stakeholders, who in this particular case is not only Ad Council, but also the US Forest Service and The National Association of State Foresters. I also function as the Project Manager on this particular account, and lead all timeline, scoping and budget conversations.

For our most recent production, I provided guidance to our creative team and producer to effectively and beautifully extend our previous campaign within a conservative budget. I’m so proud of the work developed, and the love that clients have both for the work and our team means the world.

-Client partner

-Client partner

CAMPAIGN IMPACT

Decades & Smokey Within

The media embraced the campaign with $19.7M in preliminary donated support and 1.4B impressions
Content on Smokey’s channels garnered more than 2.2 million impressions, 163K engagements, and 18K new followers.
Rspondents who have seen or heard the Smokey Bear campaign advertising are significantly more likely than those who have not to report that they:
- Know wildfire prevention tips (a few or many) (78% vs 66%)
- Have sought information to learn how to prevent wildfires (37% vs 17%)
- Know and always follow the individual tips featured in the campaign