 But some experts say the old bear needs a makeover, one that captures a different view of fire and the role it has in our future. This is a timely issue. Firefighters in California are warning people about the risk of wildfires ahead of the Fourth of July holiday when temperatures are expected to soar. Earlier this year, I spoke with Emily Schlickman at UC Davis, who's behind a campaign to change our perception of fire. And I asked her why she wants to pick a fight with Smokey Bear.