Smokey Bear (often erroneously called Smokey the Bear) is an advertising mascot created to educate the public about the dangers of forest fires. An advertising campaign featuring Smokey was created in 1944 with the slogan, "Smokey Says – Care Will Prevent 9 out of 10 Forest Fires". Smokey Bear's later slogan, "Remember... Only YOU Can Prevent Forest Fires", was created in 1947 by The Advertising Council. In April 2001, the message was updated to "Only You Can Prevent Wildfires". According to the Ad Council, Smokey Bear and his message are recognized by 95% of adults and 77% of children.