Rethinking Smokey Bear’s wildfire messaging ahead of the Fourth of July

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This year marks 80 years that Smokey Bear has been the face of preventing wildfires in the U.S. But now, experts are considering alternative characters that could promote a different view of fire and its role in our future.

This comes as firefighters in California are warning people about the risk of wildfires ahead of the Fourth of July as extreme heat sets in across the state.

Here & Now’s Peter O’Dowd revisits a conversation he had in January with University of California Davis researcher Emily Schlickman.