Grapevine-raised famous person Post Malone has been named the face of the fortieth anniversary “Don’t Mess With Texas” marketing campaign, bringing his international fame again dwelling to assist the enduring anti-litter message that has outlined Texas highways for 4 many years.

The Texas Department of Transportation revealed the Grammy-nominated artist as their newest movie star spokesperson, releasing a brand new public service announcement that pays tribute to the marketing campaign’s roots whereas promising to maintain Texas roads clear for future generations.

“Let’s keep it going and do our part to keep Texas looking its best,” Post Malone mentioned within the new commercial. “I’m proud to take part in keeping Texas roads free from trash. ‘Don’t Mess with Texas’ has meant ‘don’t litter’ for 40 years. Let’s keep it up.”

Post was born in Syracuse, however he moved to Grapevine, Texas, when he was 9 years previous after his father Richard received a job working with the Dallas Cowboys.

The household settled within the Dallas-Fort Worth suburb, the place he would spend his youth creating his musical abilities.

The alternative of Post Malone for the milestone anniversary creates a full-circle second for the marketing campaign, which launched on New Year’s Day 1986 with one other Dallas-area music legend.

Blues guitarist Stevie Ray Vaughan, an Oak Cliff native, starred within the very first “Don’t Mess With Texas” business, establishing a convention of utilizing Texas-born celebrities to fight roadside littering.

“As we mark the 40th anniversary, 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,” mentioned TxDOT Executive Director Marc Williams.

The “Don’t Mess With Texas” slogan was created in 1985 when TxDOT started creating a brand new anti-litter marketing campaign.

Marketing executives initially frightened that the phrase might sound too harsh and direct, however Vaughan’s inaugural business proved to be an in a single day success, reworking the phrase into Texas’s unofficial motto.

Over the previous 4 many years, the marketing campaign has featured a powerful roster of Texas celebrities, together with Willie Nelson, George Strait, Lyle Lovett, Eva Longoria, Matthew McConaughey, Joe Jonas, LeAnn Rimes, Ethan Hawke, and the Dallas Cowboys.

Each spokesperson has helped reinforce the message that “Don’t Mess With Texas” means explicitly “don’t litter.”

The marketing campaign’s success has been measurable and vital. Litter on Texas highways has dropped greater than 50 p.c since 1995, with continued declines recorded lately.

Research exhibits that whereas 96 p.c of Texans acknowledge the “Don’t Mess With Texas” phrase, ongoing training efforts have elevated understanding that it refers particularly to anti-littering from 61 p.c to 71 p.c.

Post Malone’s new business is scheduled to start airing statewide this month, with further promotional supplies that includes the artist deliberate for launch all through the anniversary yr.

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