smokey bear, one of the most effective propaganda campaigns that the world has ever known, has done such a good job of instilling fear of fire in the general populace. - [leaf] and now you have a condition where we essentially haven't had fire, and then with increasing climatic conditions of temperatures, densification and build up a fuels, drought stressed, high fuel load, very dry forest, we see many conditions in the west and particularly in california and southwest oregon that now we're saying we're having catastrophic fires or fires that are larger in extent and severity, more extensive and more damaging than has ever been in recorded history. but it's all built around fighting. fighting fire, it's not a fight you can win, and it's not something that people should be trying to fight. how can we engage with fire? how can we embrace fire as a partner? because that's what it is. it's the best partner we have. (clunking) (chattering) - my grandfather, he would kind of know, "oh, i feel like i'm gonna burn today. it feels right." i remember as a kid growing up and being like, "is today a