“Poke the Bear” reimagines Smokey the Bear as an advocate for women’s safety—raising awareness about gender-based violence in outdoor spaces.

Last year, the question “Would you rather be in the woods with a man or a bear?” went viral, exposing how unsafe many women feel in nature.
The campaign uses Smokey’s iconic status to spark urgent dialogue through bold visuals, guerrilla placements, and social storytelling—calling for change where it’s long overdue.
See the full campaign details here. 
CREDITS
Art Direction – Sarah Croibier and Elizabeth Phelps
Copywriting – Ali Manning