It does not sound risky today but it was super risky back then. Some 30 years ago my partner Tim McClure wrote a line for the Texas anti-littering campaign called “DON’T MESS WITH TEXAS”. There were no litter barrels on the “DON’T MESS WITH TEXAS” bumper stickers. All the television spots featured Texas stars like Stevie Ray Vaughn and Willie Nelson.
We used no emotional appeal like “Please don’t litter our beautiful Texas roads”. We basically said, “If you mess with Texas, you’re messing with us”. In short, we laddered up from the litter business to the pride business.