''Don't Mess with Texas'' is a slogan for a campaign aimed at reducing

litter Litter consists of waste products that have been discarded incorrectly, without consent, at an unsuitable location. Litter can also be used as a verb; to litter means to drop and leave objects, often man-made, such as aluminum cans, paper cups ...

ing on

Texas Texas (, ; Spanish: ''Texas'', ''Tejas'') is a state in the South Central region of the United States. At 268,596 square miles (695,662 km2), and with more than 29.1 million residents in 2020, it is the second-largest U.S. state by ...

roadways by the

Texas Department of Transportation The Texas Department of Transportation (TxDOT ) is a government agency in the American state of Texas. Though the public face of the agency is generally associated with the construction and maintenance of the state's immense state highway system ...

(TxDOT). The phrase "Don't Mess with Texas" is prominently shown on road signs on major highways, television, radio and in print advertisements. The campaign is credited with reducing litter on Texas highways roughly 72% between 1987 and 1990.Tim McClure and Roy Spence, ''Don't Mess with Texas: The Story Behind the Legend'', Idea City Press, 2006, p. 15. The campaign's target market was 18- to 35-year-old males, which was statistically shown to be the most likely to litter. While the slogan was not originally intended to become a statewide cultural phenomenon, it did. Beyond its immediate role in reducing litter, the slogan has been popularly appropriated by Texans. The phrase has become "an identity statement, a declaration of Texas swagger" and Texas pride. Though the origin of the slogan is not well known outside of Texas, it appears on countless items of tourist

souvenir A souvenir (), memento, keepsake, or token of remembrance is an object a person acquires for the memories the owner associates with it. A souvenir can be any object that can be collected or purchased and transported home by the traveler as a m ...

s. Since the phrase is a federally

registered trademark The registered trademark symbol, , is a typographic symbol that provides notice that the preceding word or symbol is a trademark or service mark that has been registered with a national trademark office. A trademark is a symbol, word, or wor ...

, the department has tried at times to enforce its trademark rights with cease and desist letters, but has had very limited success. The slogan is the title of the book, ''Don’t Mess With Texas: The Story Behind the Legend''. "Don't Mess with Texas" has been awarded a plaque on the Madison Avenue Walk of Fame and a place in the

Advertising Hall of Fame The Advertising Hall of Fame, operated by the American Advertising Federation (AAF), began in 1948 as a result of a proposal by the New York Ad Club and its president, Andrew Haire, to the Advertising Federation of America, the predecessor organiza ...

, a distinction given to only two slogans annually. "Don't Mess with Texas" is also the official motto of the ''Virginia''-class submarine USS ''Texas''. In 2011 the result of a public vote for the best "Don't Mess with Texas" ad over the last 25 years was revealed, the winner was one created by the

Commemorative Air Force The Commemorative Air Force (CAF), formerly known as the Confederate Air Force, is an American non-profit organization based in Dallas, Texas, that preserves and shows historical aircraft at airshows, primarily in the U.S. and Canada. The CAF h ...

(then called the Confederate Air Force). The ad involved the CAF's Boeing

B-17 The Boeing B-17 Flying Fortress is a four-engined heavy bomber developed in the 1930s for the United States Army Air Corps (USAAC). Relatively fast and high-flying for a bomber of its era, the B-17 was used primarily in the European Theater ...

" Sentimental Journey" pursuing and retaliating against a truck from which trash was thrown.

History

In 1985 the TxDOT asked Mike Blair and Tim McClure of

GSD&M GSD&M is an American advertising agency headquartered in Austin, Texas. It was founded in 1971 by graduates of University of Texas at Austin – Roy Spence, Judy Trabulsi, Tim McClure and Steve Gurasich, and others, as AdVantage Associates. After ...

to create a slogan for an anti-littering campaign. At the time the state of Texas spent about $20 million annually to clean litter from highways. McClure said that "bubbas in pickup trucks" who regularly littered beer cans and other items out of vehicle windows and ordinary Texans who believed that littering was a "God-given right" were targets of the advertising campaign. McClure said that he created the slogan when he saw garbage while walking near his house. Emanuella Grinberg of ''

CNN CNN (Cable News Network) is a multinational cable news channel headquartered in Atlanta, Georgia, U.S. Founded in 1980 by American media proprietor Ted Turner and Reese Schonfeld as a 24-hour cable news channel, and presently owned by ...

'' said that McClure had "an eleventh hour 'aha' moment" when, after looking at the trash, he recalled his mother telling him that his room was messy. "McClure said 'It occurred to me that the only time I'd heard the word litter was in reference to dogs. Mess seemed like it would resonate better.'"Grinberg, Emanuella. "Why there's no messing with Texas."

. July 1, 2011
1
. Retrieved on July 3, 2011. McClure's slogan is believed to be the first written use of "Don't mess with Texas", although there are earlier uses of "Don't mess with..." such as the 1966 Marvelette's song " Don't Mess with Bill". The creators initially had difficulty convincing TxDOT to adopt the slogan. The creators said that the administrators were "buzz-cutted, conservative kind of characters." The creators joked that the board members' average age was 107. McClure recalled that "The crowd was sprinkled with 'Keep America Beautiful' and 'Keep Texas Beautiful' folks, and our audience is 18-to-24 young males." McClure added that "The 'Keep Texas Beautiful' lady said, 'Can we at least say please?' I said, 'No ma'am, you cannot use the line if you put please in front of it.' If not for the vision of Don Clark, the then Director of Travel and Information Division of the Texas Highway Department, the slogan would have never been used. Clark went ahead with the slogan without the support of the TxDOT administrators. After the first televised ad with Stevie Ray Vaughan aired, Clark jokes that he went to work the next day and was unsure if he would be fired. TxDOT decided to ask the public for comment and there was a resounding positive result. "Grinberg, Emanuella. "Why there's no messing with Texas." ''

''. July 1, 2011
2
. Retrieved on July 3, 2011. The campaign began in 1985 with a series of bumper stickers. In 1986 the slogan premiered its first television advertisement, featuring Stevie Ray Vaughan, at the 50th Annual

Cotton Bowl Classic The Cotton Bowl Classic (also known as the Cotton Bowl) is an American college football bowl game that has been held annually in the Dallas–Fort Worth metroplex since January 1, 1937. The game was originally played at its namesake stadium i ...

on January 1, 1986, singing the " Eyes of Texas" with the line "Don't Mess with Texas" added at the end of the song. Since then, numerous musicians, athletes, celebrities and other famous Texans have appeared in "Don't Mess with Texas" radio and television

public service announcement A public service announcement (PSA) is a message in the public interest disseminated by the media without charge to raise public awareness and change behavior. In the UK, they are generally called a public information film (PIF); in Hong Kong, ...

s, including: *

Lance Armstrong Lance Edward Armstrong ('' né'' Gunderson; born September 18, 1971) is an American former professional road racing cyclist. Regarded as a sports icon for winning the Tour de France seven consecutive times from 1999 to 2005 after recovering fr ...

* Asleep at the Wheel *

Erykah Badu Erica Abi Wright (born February 26, 1971), known professionally as Erykah Badu (), is an American singer-songwriter, record producer and actress. Influenced by R&B, soul, and hip hop, Badu rose to prominence in the late 1990s when her debut al ...

Marcia Ball Marcia Ball (born March 20, 1949, Orange, Texas, United States) is an American blues singer and pianist raised in Vinton, Louisiana. Ball was described in ''USA Today'' as "a sensation, saucy singer and superb pianist... where Texas stomp-rock ...

* Joe "King" Carrasco *

Johnny Dee Johnny Dee (John D.) is a fictional mutant character appearing in American comic books published by Marvel Comics. He debuted in ''Son of M #1'' (2005). Fictional character biography Johnny was one of the few mutants who kept his powers after ...

and the Rocket 88's * Joe Ely *

The Fabulous Thunderbirds The Fabulous Thunderbirds are an American blues band formed in 1974. Career After performing for several years in the Austin, Texas blues scene, the band won a recording contract with Takoma/Chrysalis Records and later signed with Epic Recor ...

* George Foreman * Tish Hinojosa *

Los Lonely Boys Los Lonely Boys are an American musical group from San Angelo, Texas. They play a style of music they call "Texican Rock n' Roll," combining elements of rock and roll, Texas blues, brown-eyed soul, country, and Tejano. The band consists of th ...

* Jennifer Love Hewitt * Lyle Lovett *

Billy Mays William Darrell Mays Jr. (July 20, 1958 – June 28, 2009) was an American television direct-response advertisement salesperson. Throughout his career, he promoted a wide variety of products, including OxiClean, Orange Glo, Kaboom, ...

Matthew McConaughey Matthew David McConaughey ( ; born November 4, 1969) is an American actor. He had his breakout role with a supporting performance in the coming-of-age comedy '' Dazed and Confused'' (1993). After a number of supporting roles, his first succes ...

Warren Moon Harold Warren Moon (born November 18, 1956) is an American former football quarterback who played professionally for 23 seasons. He spent the majority of his career with the Houston Oilers of the National Football League (NFL) and the Edmonton ...

Willie Nelson Willie Hugh Nelson (born April 29, 1933) is an American country musician. The critical success of the album '' Shotgun Willie'' (1973), combined with the critical and commercial success of '' Red Headed Stranger'' (1975) and '' Stardust'' (1 ...

Slim Thug Stayve Jerome Thomas (born September 8, 1980), better known by his stage name Slim Thug, is an American rapper. He initially gained mainstream attention for his contribution to the hit single by rapper Mike Jones, " Still Tippin'". In July 2005, ...

Andy Pettitte Andrew Eugene Pettitte (; born June 15, 1972) is an American former professional baseball pitcher who played 18 seasons in Major League Baseball (MLB), primarily for the New York Yankees. He also pitched for the Houston Astros. Pettitte won fiv ...

* LeAnn Rimes * Shamu & the Texas Tuxedos * Stevie Ray Vaughan *

Jerry Jeff Walker Jerry Jeff Walker (born Ronald Clyde Crosby; March 16, 1942 – October 23, 2020) was an American country music and folk singer-songwriter. He was a leading figure in the progressive country and outlaw country music movement. He was bes ...

* George Strait *

Owen Wilson Owen Cunningham Wilson (born November 18, 1968) is an American actor. He has had a long association with filmmaker Wes Anderson with whom he shared writing and acting credits for '' Bottle Rocket'' (1996), '' Rushmore'' (1998), and '' The Royal ...

Chuck Norris Carlos Ray "Chuck" Norris (born March 10, 1940) is an American martial artist and actor. He is a black belt in Tang Soo Do, Brazilian jiu jitsu and judo. After serving in the United States Air Force, Norris won many martial arts champions ...

* Papi Chulo * Whitney K Lane * Morgan Fairchild * Chamillionaire In a 12-year period over 26 television spots appeared. Due to the budget cuts of the

Great Recession The Great Recession was a period of marked general decline, i.e. a recession, observed in national economies globally that occurred from late 2007 into 2009. The scale and timing of the recession varied from country to country (see map). At ...

, TxDOT has expanded the use of the licence to sell "Don't Mess With Texas" related souvenirs in "state run rest areas, and travel information centers" in order to fill in its budget gaps. Until recently, the organization was forbidden to do so due to federal regulations.

Unauthorized use of the trademark

Since 2000, TxDOT has contacted over 100 companies and organizations with cease and desist letters regarding the unauthorized use of the trademark phrase. State officials claim that protecting the trademark helps the state preserve the slogan's anti-littering message. * A Texas-based company in Alabama used the slogan for a billboard campaign in February 2010. * The

University of Texas at Austin The University of Texas at Austin (UT Austin, UT, or Texas) is a public research university in Austin, Texas. It was founded in 1883 and is the oldest institution in the University of Texas System. With 40,916 undergraduate students, 11,07 ...

agreed to stop selling T-shirts with the slogan after being contacted by the Texas Department of Transportation. * The department attempted to block the Texas Abortion and Reproductive Rights Action League from the sale of "Don't Mess With Texas Women" T-shirts. *The author Christie Craig published a romance novel originally titled ''Don't Mess with Texas''. After legal actions, the title was changed to ''Only in Texas''. * Malacca State Government in

Malaysia Malaysia ( ; ) is a country in Southeast Asia. The federation, federal constitutional monarchy consists of States and federal territories of Malaysia, thirteen states and three federal territories, separated by the South China Sea into two r ...

used the slogan with the same design and same phrase but changed it to "Don't Mess With Melaka" in 2014, but its Chief Minister claimed the copycat claim was baseless.

References in popular culture

* On July 19, 1986, four members of the

New York Mets The New York Mets are an American professional baseball team based in the New York City borough of Queens. The Mets compete in Major League Baseball (MLB) as a member of the National League (NL) East division. They are one of two major league ...

baseball club, in

Houston Houston (; ) is the most populous city in Texas, the most populous city in the Southern United States, the fourth-most populous city in the United States, and the sixth-most populous city in North America, with a population of 2,304,580 i ...

for a series versus the

Astros The Houston Astros are an American professional baseball team based in Houston, Texas. The Astros compete in Major League Baseball (MLB) as a member club of the American League (AL) West division, having moved to the division in 2013 after ...

, were arrested at a Houston nightclub. Homemade signs held up in the

Astrodome The NRG Astrodome, also known as the Houston Astrodome or simply the Astrodome, is the world's first multi-purpose, domed sports stadium, located in Houston, Texas. It was financed and assisted in development by Roy Hofheinz, mayor of Houston ...

by fans at the following night's game read "Don't Mets With Texas." *

Don't Mess wit Texas ''Don't Mess wit Texas'' is the debut studio album by American rapper Lil' Keke from Houston, Texas. It was released on June 17, 1997, via Jam Down Records. It was reissued in 2004 by another Houston-based record label Rap Classics. There is also ...

is the debut studio album by American rapper

Lil' Keke Marcus Lakee Edwards (born March 29, 1976), better known by his stage name Lil' Keke, is an American rapper and original member of the Southern hip hop collective Screwed Up Click. Biography Music career Lil' Keke gained national attention with ...

from Houston, Texas. It was released on June 17, 1997. * Then-presidential candidate

George W. Bush George Walker Bush (born July 6, 1946) is an American politician who served as the 43rd president of the United States from 2001 to 2009. A member of the Republican Party, Bush family, and son of the 41st president George H. W. Bush, he ...

used the phrase in his acceptance speech at the

2000 Republican National Convention The 2000 Republican National Convention convened at the First Union Center (now the Wells Fargo Center) in Philadelphia, Pennsylvania, from July 31 to August 3, 2000. The 2000 delegates assembled at the convention nominated Texas Governor Geor ...

. * After the Texas Rangers

Major League Baseball Major League Baseball (MLB) is a professional baseball organization and the oldest major professional sports league in the world. MLB is composed of 30 total teams, divided equally between the National League (NL) and the American League (AL), ...

club lost the 2010 World Series to the

San Francisco Giants The San Francisco Giants are an American professional baseball team based in San Francisco, California. The Giants compete in Major League Baseball (MLB) as a member club of the National League (NL) West division. Founded in 1883 as the New Y ...

, Gary Thomas, President and Executive Director of

Dallas Area Rapid Transit Dallas Area Rapid Transit (DART) is a transit agency serving the Dallas–Fort Worth metroplex of Texas. It operates buses, light rail, commuter rail, and high-occupancy vehicle lanes in Dallas and twelve of its suburbs. In , the system had ...

(DART) lost his bet and had to fly to the

San Francisco Bay Area The San Francisco Bay Area, often referred to as simply the Bay Area, is a populous region surrounding the San Francisco, San Pablo, and Suisun Bay estuaries in Northern California. The Bay Area is defined by the Association of Bay Area Go ...

and serenade patrons using the Bay Area Rapid Transit (BART). Thomas was quoted as saying, "You know there's a saying that goes, 'Don't mess with Texas. Well DART, don't mess with BART." * In the Stephen King novel ''

11/22/63 ''11/22/63'' is a novel by Stephen King about a time traveller who attempts to prevent the assassination of United States President John F. Kennedy, which occurred on November 22, 1963 (the novel's titular date). It is the 60th book published b ...

'', the time-travelling main character, Jake Epping, encounters a shop in a North Dallas neighborhood selling Texas state flags emblazoned with "DON'T MESS WITH TEXAS" in September 1960, twenty years before McClure created the slogan. McClure sent a copy of his book to King's agent to educate him about the error, but he has said that he is happy to have people think the slogan is much older than it really is. McClure has no desire to see a correction made to the novel regarding this anachronism. * In an episode of the TV series ''

King of the Hill ''King of the Hill'' is an American animated sitcom created by Mike Judge and Greg Daniels for the Fox Broadcasting Company. It aired its original non-syndicated run from January 12, 1997, to September 13, 2009, and centers on the Hills, an Am ...

'', there is a "Don't Mess With Texas" sign at the hunting permit office that Hank Hill wished to purchase. * The music video for " I'm with Stupid" by nu metal band Static-X features a woman with a shovel wearing a red "Don't Mess with Texas" shirt. * In an episode of the TV series ''

Young Sheldon ''Young Sheldon'' is an American coming-of-age sitcom television series created by Chuck Lorre and Steven Molaro for CBS. The series, set in the late 1980s and early 1990s, is a spin-off prequel to ''The Big Bang Theory'' and begins with the ...

'', Sheldon says "Don't Mess With Texas" at the end of his speech during the debate when he was running for class president against Nell Cavanaugh and using the information on her that Missy got from Nell's younger sister.

References

External links

''Don't Mess with Texas'' website

''"Don't mess" with this Texas slogan
from

MSNBC MSNBC (originally the Microsoft National Broadcasting Company) is an American news-based pay television cable channel. It is owned by NBCUniversala subsidiary of Comcast. Headquartered in New York City, it provides news coverage and politi ...

A list of objects that infringe on the trademark
from Texas Monthly {{DEFAULTSORT:Don't Mess With Texas American advertising slogans 1986 neologisms Public awareness campaigns Texas culture Litter Environment of Texas American political catchphrases Trademarks Road signs in the United States

History

Unauthorized use of the trademark

References in popular culture

See also

References

Further reading

External links