Only We: Broadening Fire Narratives to Shape Pyropolitics in the American West

Abstract: The American West is grappling with an escalating wildfire crisis, fueled by population growth within fire-prone areas, climate change, and decades of fire suppression policies reinforced by the Smokey Bear campaign. While Smokey’s iconic message, “Only You Can Prevent Wildfires,” remains one of the most successful public service advertising campaigns, its emphasis on suppression has overshadowed fire’s vital ecological and cultural roles. And while efforts to embrace “good fire,” like prescribed and cultural burns, are growing, they face a number of challenges. To help shift public perception, Emily Schlickman created eight new fire mascots to highlight fire’s ecological and cultural benefits. Now housed in the Smithsonian’s NMAH Environmental History collection, these mascots provide a model for rethinking conventional campaigns while embracing the positive aspects of fire.