TEXAS’ FAVORITE SLOGAN
Don’t mess with Texas® was created in 1985 when the Texas Department of Transportation (TxDOT) began thinking of a new anti-litter campaign. When a marketing agency presented “Don’t mess with Texas” as a campaign slogan, some members of TxDOT worried that the line would seem too harsh and direct.
However, the first commercial in 1986 staring blues guitarist Stevie Ray Vaughn proved to be an overnight success. Soon, everyone was using the phrase Don’t mess with Texas.
The campaign has worked with many Texans since 1986 from George Strait and Willie Nelson to Joe Jonas and Ethan Hawke. More importantly, Don’t mess with Texas has helped to oversee a significant decline in littering since the campaign’s launch. Litter has dropped over 50% since 1995 and continues to decline.
While the campaign has seen some changes throughout the years, one thing always remains the same, Don’t mess with Texas is about inspiring Texans to keep our roads and highways clean.
This bold statement isn’t bravado, it’s about loving Texas and doing our part to create a litter-free state for ourselves, our families, and our businesses. The Don’t mess with Texas campaign also benefits economic development efforts in our state. The cleaner our state the more businesses will want to come and create more jobs, and more families will move here because there is more opportunity for prosperity. We are a friendly state, and we are also a proud state. Let’s keep it clean.
DON'T MESS WITH TEXAS TIMELINE
1985
The campaign slogan is introduced through bumper stickers.
1986
The first Don’t mess with Texas commercial airs.
1988
The first PSA in Spanish featuring Shamu airs across Texas.
1989
The popular Willie Nelson spot “Mammas tell all your babies Don’t mess with Texas” airs.
1998
16- to 24-year-olds are declared “Gen L” (Generation Litter). A study reveals that 96% of Texans have heard Don’t mess with Texas but only 61% know that the phrase refers to litter.
2001
Research shows that litter has dropped 50% since 1995.
2003
The first Don’t mess with Texas road tour travels 5,000 miles across the state.
Research shows that litter has dropped 33% since 2001. 71% of Texans now understand that Don’t mess with Texas means don’t litter.
2006
After a 20th anniversary Cotton Bowl commercial featuring favorite celebrities, Don’t mess with Texas is inaugurated into the Advertising Hall of Fame as America’s favorite slogan.
2010
A new commercial with George Strait tells Texans that Don’t mess with Texas means don’t litter.
2011
For its 25-year anniversary, Don’t mess with Texas hosts an online poll for Texans' favorite Don’t mess with Texas TV commercial. The Commemorative Air Force wins with 60,000 votes!
2016
Don’t mess with Texas celebrates its 30th anniversary with a slew of favorite celebrities as well as selfies and social videos from Texas-born influencers like Eva Longoria.
2018
Darrel the Barrel joins the campaign as the official mascot. Don’t mess with Texas virtual reality experience tours across the state.
2023
Ethan Hawke joins Darrel the Barrel in the mascot’s first Don’t mess with Texas commercial.
2024
The PRIDE PSA showcases Texas landscapes highlighting the beauty of our state. The commercial emphasizes the importance of taking pride in our state and invites viewers to do their part by keeping Texas litter-free. Click Here!
