Billboards Supersize Anti-Litter Campaign | Adweek Billboards Supersize Anti-Litter Campaign | Adweek
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Billboards Supersize Anti-Litter Campaign

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DALLAS Enviromedia hopes to make a big impression on Texas motorists with an anti-litter billboard that features fast-food discards in three dimensions.

Drawing attention to the No. 1 source of litter in the state, the billboards show massive soda cups or french fries emerging from the two-dimensional background. Printed on the cups and fries are the admonition: "It's take-out, not toss-out." To the side is the anti-litter slogan first made famous by Omnicom Group's GSD&M: "Don't mess with Texas."

Like its predecessor on the account, independent Enviromedia is an Austin, Texas, agency. The shop has handled the anti-litter campaign for the Texas Department of Transportation since 1998. The account is worth $10 million in annual billings, according to the agency.

The latest billboard campaign began last year in the state's six largest markets, but is now rolling out to smaller metropolitan areas, according to the agency. The boards will be up for three months in Laredo, Longview, Abilene, Amarillo, Lubbock and Temple, Texas.

Anti-litter campaigns have a rich legacy in Texas and a surprisingly strong success rate, according to the TDOT. The previous top source of litter, cigarette butts, fell more than 70 percent during the "Keep your butts in the car" campaign between 1995 and 2001, the agency said.