OH, IT'S "WILDFIRES" NOW

I knew they changed this, but just didn't know why. Actually, I still don't know why...

From Wikipedia.org:

Smokey Bear's message "Only You Can Prevent Forest Fires" was created in 1944 by the Ad Council. In a recent study, 95% of those surveyed could finish the sentence when given the first words. In April 2001, Smokey's message was updated to "Only You Can Prevent Wildfires."

Great idea, Ad Council.

"Hey, I got it! Why don't we wait until almost one hundred percent of the American population knows the Smokey Bear slogan, then completely erradicate our 6-decade advertising legacy by changing one word!"

SPLENDID!

P.S. Is it just me or are they turning Smokey into a sex symbol? He looks like he's wearing my 15 year old sister's jeans!

Have you heard of the slogan change? Do you know why Smokey Bear changed his slogan? Any theories?