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How McGruff and the Crying Indian Changed America
A History of Iconic Ad Council Campaigns

How McGruff Changed America

By Wendy Melillo

This book chronicles the compelling, and sometimes controversial, story of the Ad Council for the first time in its 75 year history. A dynamic force in American culture, the Ad Council's public service announcements have changed social behavior and powerfully impacted our popular imagination.

As the longest-running public service advertising campaign in U.S. history, the author recalls how Smokey Bear has taught us to prevent forest fires. For many, Smokey is a beloved icon. However, he is also a loathed symbol of conflict and colonialism. Read Chapter 3 to discover why.


Chapter 3: Smokey Bear
A More Complicated Character Than His Image Depicts >>

Thank you to Wendy Melillo and Smithsonian Books for permission to share this excerpt with aef.com users. To purchase book, please click here.


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