Don't Mess with Texas was a slogan used on a campaign to reduce littering on Texas roadways by the Texas Department of Transportation, which supports a web page for the Don't Mess With Texas campaign and archive of ads and events. The phrase "Don't Mess with Texas" was prominently shown on road signs on major highways, television, radio and in print advertisements. The campaign is credited with reducing litter on Texas highways roughly 72% between 1986 and 1990. The campaign's target market was 18- to 35-year-old males, which was statistically shown to be the most likely to litter. While the slogan was not originally intended to become a statewide cultural icon, it did.