EnviroNews
For Immediate Release:
December 30, 2005
For information contact:
Ted Burton, 512-476-4368, ext. 306
Don't Mess with Texas Celebrates 20th Anniversary with New TV PSA Starring Lance Armstrong, Erykah Badu, Owen Wilson, Matthew McConaughey, Los Lonely Boys and more
(AUSTIN, Texas) – As the "Don't 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 state's stubborn littering tendencies – "Real Texans Don't Litter."
"There aren't many things that are universally cool, and it's cool not to litter. I'd never do it," said
Matthew McConaughey in an exclusive interview.
"Though recent research indicates roadside litter has dropped by a third, we've also discovered that more than half of Texans admit they litter and that's just not acceptable," said TxDOT Travel Division Director Doris Howdeshell. "We're grateful to the celebrities who have joined with TxDOT during this milestone year to be prime examples of Real Texans who Don't 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 "Don't Mess with Texas" in the campaign's 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. "We're proud the campaign has produced such good results for Texas, and the fact that it's become a part of pop culture is just an added bonus. We just want to make sure everyone knows Don't Mess with Texas means don't 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 Don't Mess with Texas partner Southwest Airlines. Visit www.DontMessWithTexas20.org for details on how to enter.
Don't Mess with Texas Is Working
Don't 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 Doesn't):
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-they're the most common types of litter. It's 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.