They “litter”-ly became environmentalists

A review of how a climate campaign strategy links psyche and change

When I was first introduced to the “Don’t Mess With Texas” campaign, I was watching TV with my parents and saw the now-famous Stevie Ray Vaughn commercial that signaled Texans to pick up their trash because no one messes with us.

The connection to this intrinsic psyche that nearly every Texan is born with was leveraged to turn Texas Trash Makers into En…