In the early 1980s, Texas spent $20 million a year cleaning up litter.
Because citizens ignored its “Keep Texas Beautiful” ad campaign.
So the state hired a new ad agency to come up with a campaign that would speak to the culprits – mainly young, rule-breaking men.
Rather than try to convince them to care about the environment, the campaign featured a slogan that spoke to what those men already felt passionate about.
It was “Don’t Mess With Texas.”
This positioned littering as something outsiders would do and nothing a true Texan would do.
(via Storythings)