Media Campaign

Think Green, Keep Mississippi Clean.

The bottom line is this: we need to change offenders’ attitudes toward littering. The current situation – a 30-percent higher litter rate than other states – didn’t happen overnight. Mississippi’s litter problem developed over a long period of time, and therefore only a bold, high-impact effort will affect this established behavior. This won’t be a quick fix, but rather a long-term march toward permanent change.

To affect those littering, an emotional appeal is necessary. We need to get people to care about the problem. Simply saying, “Don’t litter,” isn’t enough. A rational, logical approach will have little to no impact. Why? We can speak all day about why littering is bad and the harm it does to the environment, but research confirms that this approach is too soft. “The right thing to do” message may appeal to your conscience, but it’s not changing people’s actions.

Target Audience

Our research shows that 60 percent of persons deliberately littering along highways and rural roadways were between the ages of 18 and 34 years and were mostly male. Concentrating on reducing deliberate littering will focus the program on the largest problem area, with 62 percent of all Mississippi litter being calculated as deliberate in origin, a higher percentage of total litter than in other states.

Pickup trucks. What more can we say? Mississippi litter research revealed that male motorists driving pickup trucks were a disproportionate source of litter, being responsible for almost a third of all littering by motorists and two-thirds of escaping single items from vehicles. The nature of this litter could be defined as accidental, yet resulting from deliberate decisions about inappropriately storing and transporting debris or other unsecured items in open-bed vehicles.

In future years, MDOT’s campaign will expand to other aspects of littering behavior, but in our first year, our primary objective is to grab the attention of the group responsible for a huge portion of the litter on our highways. Our television and radio advertising is designed to do just that.

Campaign Components

TV Commercials

Starring former Mississippi First Lady Pat Fordice, MDOT’s television commercials have moved the litter issue to center stage since they began running in late April 2003. With humorous and surprise elements, the commercials attract attention to the issue and demonstrate the simplicity of solving the problem. “Pick it up, Mississippi” is what we’re asking you to do. Individually, we’d love for you to use our line, “I’m not your Mama,” and help us make offenders stop and think about what they are doing.

Two Dudes

Tow Truck

Nerd

Officer

Radio Spots

A different “Mama” is featured in our radio commercials. As in the television advertising, the theme is “I’m not going to pick up after you.” On radio, our message is hard-hitting and direct. Radio advertising has the benefit of reaching our target audience at the point of offense. Remember those young male motorists who are littering at a much higher rate than the rest of the population? Hopefully our radio commercials will cause them to pause as they aim a fast food bag out of the window. Maybe by the end of a 60-second radio spot, that bag will be safely stowed back inside the vehicle, destined for later arrival in its rightful place - a trash can.

Rant

Request

Tongue lashing

Behind the Scenes

Coming in the future

As our litter prevention efforts unfold, MDOT’s media campaign will include outdoor and print advertising, community posters, and some unconventional means of spreading our message. Watch carefully for more surprises to pop up on your television. Hint: blue lights may appear in your rear-view mirror soon.