We need a Smokey the Bear-like character to help America tackle COVID-19 - Business Insider

Advertising can save the world. No, really! In fact, advertising may be part of the solution to some of our most difficult crises including the current pandemic. History has shown us that what people need is a good brand character wearing a mask.

Over the past 80 years, several fictional brand characters have shifted public consciousness and changed societal behaviors in measurable and important ways, and did so across party lines and above the fray of political lenses. The Ad Council, founded in 1942, was usually responsible for these campaigns. An examination of these characters shows their importance in history.

The most famous of these Rosie ads was an illustration from J. Howard Miller with the immortal tagline,"We Can Do It," the campaign challenged millennia of patriarchal standards with a call-to-arms for women to join the battle and take on jobs previously thought of as for men only. While wildfires are a growing challenge in the age of the climate crisis, according to the Ad Council, "the average number of acres lost annually to wildfire has decreased from 22 million in 1944 to an average of 6.7 million today." Now, it is also true that we are living through a very dangerous year, with six of the largest wildfires in US history occurring in 2020. To say that Smokey has his work cut out for him in the era of climate change is an understatement.

Holler_io

Holler_io I think Pat gets paid too much. Covie the Corona isn't going to change anyone's behavior, it would be laughed out of the room in under an hour, and whoever had the misfortune of having to announce it, would face humiliating comments for years. It's not the 1940s anymore...

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