Poster
Only You
United States Forest Service · 1989
- Campaign
- Smokey Bear
Analysis
Smokey Bear points at the viewer while holding a shovel. The fire-prevention character assigns responsibility to one reader.
“ONLY YOU”
brand characterdirect addresspointing gesture
Why it worked
The familiar bear gives the warning continuity. The finger and two-word line make responsibility personal.
Lesson
Use a recurring character to make a repeated public instruction easy to recognize.
Image source
Public domain (work of the US federal government).
Shown for study and commentary. Not affiliated with or endorsed by United States Forest Service.