DALLAS Anyone who says “Don’t mess with Texas” is talking trash. Or, at least, they should be, says the Texas Department of Transportation.
The original anti-litter slogan coined nearly 20 years ago by Omnicom Group’s GSD&M in Austin, Texas, has been applied to so many products that it’s in danger of losing its original meaning, according to the TDOT. To counteract that trend, TDOT said it has licensed its slogan to a San Marcos, Texas, company that will sell “official” gear including caps, T-shirts and travel mugs, with proceeds going toward the anti-litter effort.
“While we’re glad our slogan has become so popular, it’s sometimes used to signify state pride rather than litter prevention,” said Doris Howdeshell, TDOT’s travel division director. “We hope having official merchandise tagged with a litter-prevention message will help people remember the slogan’s true meaning.”
The “Don’t mess with Texas” line made its debut Jan. 1, 1987, for the Cotton Bowl game. The campaign gained attention with high-profile Texans like country singer Willie Nelson and boxer George Foreman delivering no-nonsense warnings to litterbugs.
After the slogan began showing up on everything from breath mint tins and refrigerator magnets to T-shirts, TDOT decided in October 2000 to register it as a trademark.
The current $10 million anti-litter campaign is now handled by Austin independent Enviromedia, which recently expanded use of three-dimensional billboards to discourage motorists from tossing fast-food receptacles.
Campaign components include TV, radio and outdoor ads, the latest of which feature the message “One billion pieces of litter each year. Zero good excuses.” For the past two summers, the Don’t Mess With Texas Road Tour has toured the state in a truck or RV, stopping at fairs and festivals to teach children and teens about litter prevention through games and activities.
Other campaign elements include the Don’t Mess With Texas Campus Cleanup—an annual litter cleanup event for Texas colleges and universities—and a Don’t Mess With Texas Scholarship for high school students.
Litter Slogan No Throwaway Line in Texas
