"Be Careful with Matches" Ruler, by United States Dept. of Agriculture Forest Service, c. 1956, Smithsonian Archives - History Div, "Be Careful with Matches, with Smokes, with Any Fire" logo ruler with a drawing of two cubs climbing a tree with Smokey Bear standing in front of the tree. On the reverse is an 8" ruler that can be cut out and used to measure. Below the ruler on the back are five important rules to remember when handling fire. Created by the U.S. Forest Service as part of the Smokey Bear wildfire control campaign in the 1950s..