Dont Mess with Texas Celebrates 20th Anniversary With New TV PSA Starring Lance Armstrong, Erykah Badu, Owen Wilson, Matthew McConaughey, Los Lonely Boys and Moretitle
AUSTIN, Texas, Dec. 30 /PRNewswire/ -- As the "Dont Mess with Texas"
campaign prepares to release a celebrity-packed 20th Anniversary campaign for
2006, the Texas Department of Transportation (TxDOT) is issuing a mantra to
combat the states stubborn littering tendencies -- "Real Texans Dont
Litter."
"There arent many things that are universally cool, and its cool not to
litter. Id never do it," said Matthew McConaughey in an exclusive interview.
"Though recent research indicates roadside litter has dropped by a third,
weve also discovered that more than half of Texans admit they litter and
thats just not acceptable," said TxDOT Travel Division Director Doris
Howdeshell. "Were grateful to the celebrities who have joined with TxDOT
during this milestone year to be prime examples of Real Texans who Dont
Litter."
The new TV campaign, to be launched during the AT&T Cotton Bowl on Jan. 2,
features some of the biggest stars from Texas: Lance Armstrong, Erykah Badu,
Ray Benson, Jennifer Love Hewitt, Julius Jones, Los Lonely Boys, Matthew
McConaughey, Chuck Norris, Janine Turner, Owen Wilson and Lee Ann Womack. The
late blues guitarist Stevie Ray Vaughan was the first celebrity to utter the
words "Dont Mess with Texas" in the campaigns first PSA, which debuted
during the Cotton Bowl in 1986.
"TxDOT launched the campaign back in 86 because of skyrocketing litter
pickup costs," said Howdeshell. "Were proud the campaign has produced such
good results for Texas, and the fact that its become a part of pop culture is
just an added bonus. We just want to make sure everyone knows Dont Mess with
Texas means dont litter."
Today, litter pickup costs taxpayers some $36 million annually. A
recently released litter analysis study indicates that roadside litter has
dropped by 33 percent since 2001. However, another survey of some 1,200
Texans reveals 55 percent of them admit to littering, and most of them are
under the age of 25.
20th Anniversary Celebration
The yearlong celebration begins at the AT&T Cotton Bowl with the premiere
of one of four new TV spots produced by Austin-based advertising agency
Tuerff-Davis EnviroMedia Inc. and Rock House Films of Dallas. Immediately
following the premiere, nine-time Grammy winning Texas swing band, Asleep at
the Wheel, will give a special performance of "The Star-Spangled Banner." The
PSA will also air on TV stations statewide.
Advertising, outreach and special promotions, including an anniversary
sweepstakes contest, will spread the litter prevention message throughout the
year. Starting Jan. 2, Texans who pledge not to litter may enter a drawing to
receive two (2) free round-trip airline tickets courtesy of Dont Mess with
Texas partner Southwest Airlines. Visit http://www.DontMessWithTexas20.org
for details on how to enter.
Dont Mess with Texas Is Working
Dont Mess with Texas has enjoyed enormous success over the years. TxDOT
released research in early December that revealed total annual litter
accumulation fell below 1.25 billion pieces in 2005 to 827 million pieces -- a
33-percent drop since 2001.
New Attitudes and Behavior Research Identifies Who Litters in Texas (and
Who Doesnt):
Baselice & Associates conducted the quantitative phone survey in English
and Spanish for TxDOT as a follow-up to similar studies in 2003 and 2001.
Data were collected during 1,259 telephone interviews with Texas residents in
October 2005. Among the findings:
* Fifty-five percent of Texans admit to littering.
* Tobacco products and packaging are a big problem -- theyre the most
common types of litter. Its no wonder -- 23 percent of smokers
litter their butts.
* Age is the predominant predictor of littering behavior -- Texans under
25 are twice as likely as senior citizens to litter (77 percent versus
36 percent).
* Women are just as likely as men to litter.
* Texans 50 and older, minivan drivers and nonsmokers are least likely
to litter.
Additionally, research indicates while most Texans have heard of Dont
Mess with Texas, not everyone knows it means "dont litter." However, the
numbers have improved since 2001, when only 62 percent of Texans knew the
slogan meant "dont litter." Today, 71 percent of Texans know the correct
meaning. Regardless, support for the campaign remains strong with nine out of
10 Texans wanting the campaign to continue.
