It's been four decades since Stevie Ray Vaughan graced the screen with the words "Don't mess with Texas®," sparking a revolution against roadside litter that would become a symbol of Texas pride. Today, marking the 40th anniversary of that moment, TxDOT is looking both back and forward, celebrating with a touch of modern resonance—an ad featuring Grapevine native and music icon Post Malone. According to a statement from the Texas Department of Transportation (TxDOT), Malone fits perfectly into the long-standing tradition of Texas superstars carrying the campaign's torch. It's a lineage that includes Willie Nelson, George Strait, and Matthew McConaughey.
True to the campaign's original intent, Malone reminds us, "Don't mess with Texas means don’t litter," as detailed on the TxDOT report. The new ads are a callback to the original commercials, hoping to instill continuity in the message while refreshing its presentation. Having taken root in the hearts of Texans, the slogan has transcended its initial role as a public service announcement, particularly with the help of beloved cultural figures who've lent their voices over the years. Executed with a smart casting strategy, TxDOT has kept the "Don't mess with Texas" campaign among the most successful behavior-change campaigns in history, noted Marc Williams, Texas Department of Transportation Executive Director, cited in TxDOT's recent report.
The campaign's success lies not just in its star-studded promotional material but also in its grassroots efforts. TxDOT encourages community involvement through annual "Trash-Off" litter pick-up events and the Adopt-a-Highway volunteer program, aimed to keep Texas roads clean for the coming generations. According to the TxDOT announcement, Williams said, "It’s wonderful to not only look back at the old commercials that helped spark this iconic message, but see how the newest generation is lending their voice to helping keep our state clean and beautiful."
As the years have rolled by, from the time Vaughan's image first appeared on that January day in 1986, the message has remained clear and unwavering in its cause. Today, from the smallest rural pathways to the bustling highways that connect the vastness of the Lone Star State, TxDOT continues its work, rallying Texans behind a simple but powerful message of pride and responsibility. They continue to invite everyone to play a role in the preservation of Texas's natural beauty and roadway cleanliness, standing united in the sentiment that when you mess with trash, you mess with Texas. For more information on how to get involved and a recap of the campaign’s history, visit the TxDOT website.
