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'I'm Not Your Mama!' State's anti-litter campaign garners national acclaim.

Publication: Mississippi Business Journal
Publication Date: 26-APR-04 		Format: Online - approximately 1215 words
Delivery: Immediate Online Access
Full Article Title: 'I'm Not Your Mama!' State's anti-litter campaign garners national acclaim.(Focus: advertising/printing/public relations)

Article Excerpt
In a national award-winning television spot, former First Lady Pat Fordice magically appears in the cab of a pickup truck between two Bubbas, one of which has gleefully tossed trash out the window. Pinching the ears of the driver and his offending pal, Fordice admonishes the pair for littering Mississippi highways.

In another television spot, Fordice, clad in a bright fuchsia dress, stands in the middle of the road with legs spread and clenched fists on her hips while a tow truck stops inches in front of her. The driver, who had tossed out a sandwich wrapper, has a stunned look on his face as Fordice points a finger at him for littering. "I'm Not Your Mama. Pick It Up Mississippi!" reads the tagline.

Both television spots were part of the anti-litter campaign Jackson-based GodwinGroup developed for the Mississippi Department of Transportation (MDOT), aimed at changing attitudes and behavior related to littering in Mississippi. Fordice appeared in all four commercials.

"Isn't Pat Fordice a hoot? She told us she'd do pretty much anything we asked except wear combat boots," said Cindy...

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