Spring Break
Litter prevention campaign turns 20
'Don't Mess with Texas' nominated for best slogan award
Victoria Smithee
Issue date: 9/21/06 Section: LIFE
campaign in the nation, the "Don't Mess with Texas" campaign turns 20 this year.
To commemorate the birthday, two of the creators of the campaign, Tom McClure and Roy Spence, released a book of behind-the-scenes tales about the Texans who worked on the program. The book, "Don't Mess with Texas: The Story Behind the Legend," outlines each commercial with photos and stories about the musicians and other icons that contributed.
"McClure thought of the idea after his mom said to clean his room because it was messy," Jessica Schlueter said.
Schlueter works as the assistant account executive for Brenda Thompson Communications, the public relations firm that promotes the book.
The Texas Department of Transportation sponsors the "Don't Mess With Texas" campaign. Its Web site, www.dontmesswithtexas.org, has background information, official merchandise and a form to report people who litter.
The Web site also provides a link to vote for "Don't Mess with Texas" as one of the best slogans of all time.
Advertising Week, partnering with USA Today, asked everyone to vote online for his or her favorite slogan. The competition for "America's Favorite Advertising Slogan" includes 26 different slogans.
This year, two slogans will be chosen to join the Madison Avenue Advertising Walk of Fame in New York City.
"Don't Mess with Texas" competes against other slogans like Nike's "Just Do It" and the California Milk Processors' Board's "Got Milk?".
Rowlett freshman Stephanie Rearick said the campaign has had positive effects on the Texas environment.
"They should win because … they're Texas," Rearick said.
Richard McCaslin of the history faculty said he recalls the initiation of the campaign in 1986.
"It was kind of funny," he said, chuckling. "Stevie Ray Vaughn would play a few licks and look in the camera and say, 'Don't mess with Texas.'"
Musicians like Vaughn, Willie Nelson and Houston Astros pitcher Mike Scott appeared in early commercials for the Texas campaign.
"I was in Texas when it came out," McCaslin said. "They seemed to be getting people we all knew."
McCaslin said he remembers people getting upset at the aggressiveness of the campaign.
"A lot of people were amused, and a lot of people started protesting," he said.
He said he thought people started feeling "icky" and ashamed of their littering.
"I do remember it seemed to have a measure in terms of public comment," he said.
At the mark of the campaign's 20th birthday, McCaslin said what started with negative public response has turned into a positive guideline.
"It's survived the critics and done the state some good," he said.
McCaslin said the slogan endured the challenge over the years to become a unifying motto for Texans.
"I think any such campaign, if it has any impact at all, is worth doing," he said.
Schlueter said she hopes the enduring campaign wins the competition.
"I'll stick with my Texas pride and say that we'll surely win," she said.
To commemorate the birthday, two of the creators of the campaign, Tom McClure and Roy Spence, released a book of behind-the-scenes tales about the Texans who worked on the program. The book, "Don't Mess with Texas: The Story Behind the Legend," outlines each commercial with photos and stories about the musicians and other icons that contributed.
"McClure thought of the idea after his mom said to clean his room because it was messy," Jessica Schlueter said.
Schlueter works as the assistant account executive for Brenda Thompson Communications, the public relations firm that promotes the book.
The Texas Department of Transportation sponsors the "Don't Mess With Texas" campaign. Its Web site, www.dontmesswithtexas.org, has background information, official merchandise and a form to report people who litter.
The Web site also provides a link to vote for "Don't Mess with Texas" as one of the best slogans of all time.
Advertising Week, partnering with USA Today, asked everyone to vote online for his or her favorite slogan. The competition for "America's Favorite Advertising Slogan" includes 26 different slogans.
This year, two slogans will be chosen to join the Madison Avenue Advertising Walk of Fame in New York City.
"Don't Mess with Texas" competes against other slogans like Nike's "Just Do It" and the California Milk Processors' Board's "Got Milk?".
Rowlett freshman Stephanie Rearick said the campaign has had positive effects on the Texas environment.
"They should win because … they're Texas," Rearick said.
Richard McCaslin of the history faculty said he recalls the initiation of the campaign in 1986.
"It was kind of funny," he said, chuckling. "Stevie Ray Vaughn would play a few licks and look in the camera and say, 'Don't mess with Texas.'"
Musicians like Vaughn, Willie Nelson and Houston Astros pitcher Mike Scott appeared in early commercials for the Texas campaign.
"I was in Texas when it came out," McCaslin said. "They seemed to be getting people we all knew."
McCaslin said he remembers people getting upset at the aggressiveness of the campaign.
"A lot of people were amused, and a lot of people started protesting," he said.
He said he thought people started feeling "icky" and ashamed of their littering.
"I do remember it seemed to have a measure in terms of public comment," he said.
At the mark of the campaign's 20th birthday, McCaslin said what started with negative public response has turned into a positive guideline.
"It's survived the critics and done the state some good," he said.
McCaslin said the slogan endured the challenge over the years to become a unifying motto for Texans.
"I think any such campaign, if it has any impact at all, is worth doing," he said.
Schlueter said she hopes the enduring campaign wins the competition.
"I'll stick with my Texas pride and say that we'll surely win," she said.
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