Smokey Bear, one of the most well-known icons in advertising history, is celebrating his 75th anniversary.

To mark the occasion, Smokey is starring in a new round of public service advertisements (PSAs) to further his famous message, “Only You Can Prevent Wildfires.” Nearly 9 out of 10 wildfires nationwide are caused by people.

Mark Thibideau, Acting Fire Information Officer, U.S. Forest Service came on the program to talk about the new Smokey Bear Wildfire Prevention Campaign.