slogans | marketing messages | Texas | littering
A Hot Slogan: Don’t Mess with Texas!
Change your message to appeal to different audiences
In the early 1980s, Texas spent $20 million a year cleaning up litter on their streets and highways.
Why? Because people ignored the Keep Texas Beautiful ad campaigns.
So Texas tried out something different. They hired a new ad agency to create a campaign that would speak to the guilty parties — mainly young men who like to break rules.
Rather than trying to convince them to care about the environment or how things look, the campaign featured a slogan that spoke to what those men already believed.
The slogan? Simple: Don’t Mess With Texas.
No true Texan would ever litter their own state. It’s the outsiders that do the littering.
This Don’t Mess with Texas messaging reduced litter by 72%!
Think about that.
How will you change your message to appeal to different audiences? Try to adjust your marketing message to the people you really want to reach.
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