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New Mexico revives anti-litter ‘Toss No Mas’ campaign

May 11, 2021 GMT

SANTA FE, N.M. (AP) — New Mexico transportation officials say roadside litter has become a persistent an issue for the state so they’re reviving the “Toss No Mas” campaign with a new twist.

State Transportation Secretary Mike Sandoval said Monday his agency has nearly 900 boots on the ground picking up trash and debris year-round. The day after a stretch of road is cleaned, he said new trash shows up.

“During the pandemic, the problem seemed to get worse. PPE was found everywhere,” he said, referring to personal protective equipment used to prevent the spread of the coronavirus. “We are asking for everyone’s help.”

The campaign will include the messages “Can the Trash” and “Tie it. Tarp it. Pick it up.” Officials said they found that the largest litter accumulations come from people not tying up their garbage bags, tarping their loads or picking up dropped debris or litter.

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The “Toss No Mas” campaign was created in the ’90’s by Cooney-Watson Productions. Santa Fe songwriter Jim Terr wrote a memorable song with an anti-litter public service message. Taos musician Michael Hearne was then brought on to sing a soulful version of the song and it became a well-known anthem across New Mexico.

The modernization of the campaign includes a new jingle for the radio. There also will be digital ads, social media campaigns, billboards and bags of ice at gas stations that feature the slogans.