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Show Garfield County residents received a first-hand glimps of movie making when a crew, hired by UDOT, make a Red Canyon Site Of TV Commercial For State Television crews were filming a commercial spot to promote the state's new anti-litter campaign "Don't Waste Utah" as onlookers watched with interest in Red Canyon last week. The spot was one of three filmed in southern Utah by Fother-ingham Fother-ingham and Associates, a Salt Lake City advertising agency under contract con-tract to the Utah Department of Transportation. The clever 30-second spots were scripted by Bruce Jensen, president of the agency, and are targeted for young adults. Promoting the concept con-cept that it's "cool" not to litter, the spots feature a ruggedly handsome hand-some young "Road Warrior" in his "road machine," a modified 1969 Chevy Malibu. He is replete with black leather jacket and black l ti.t&r-AV " -t - - . . : i. .s y 4i xr &. . i,4 ' y i f '""-y : ? ,. -x. commercial to be shown in Utah stressing efforts to keep Utah roads and right-of-ways clean. Crew worked in Red Canyon. boots. The "hero," his careless passenger and his dog are shown, when the passenger tosses his can out of the car. Our hero slams on the brakes, backs up, opens the ! door, and boots the passenger out as the dog retrieves the can. The ' camera zooms to the campaign's theme "Don't Waste Utah." Two other spots, one shot in Hurricane and the other in Snow Canyon, both feature beautiful southern Utah scenery, just the sort that Gov. Norman Bangerter had in mind when he decided to announce the campaign, "Don't Waste Utah." The governor will hold a press conference to kick off the campaign on May 1, when the first spot will air. The three commercials will appear ap-pear on Channels 2, 4, 5, 13 and 14 over a nine-week period. Often they will be offered as public service ser-vice announcements but the state will also follow the lead of other states which have successfully invested in-vested in similar campaigns to clean up, with substantial success, using prime time to get the message mes-sage across. In Utah UDOT has also invested in the filming of the commercials and they will air in some prime time slots during the nine-week period that they are set to run. Randy Stoman is art director. Directing the filming of the spots was T.C. Christensen. UDOT Community Relations Director Kim Morris said Tuesday that the two biggest complaints the department receives address litter in rest areas and litter on highways. He said that a study revealed that nationwide the average person generates gen-erates some 3.8 pounds of refuse daily, and some of that refuse ends up on Utah's highways. (See LITTER On Page 3-A.) LITTER (Continued From Page One.) 1 The state is endeavoring to ini- tiate some new ideas in hopes of improving the litter problem in the state. Last November's "Adopt-a-Highway" campaign has taken off with substantial success, said Morris, Mor-ris, with many organizations and even public-spirited individuals selecting se-lecting a section of highway from which to clear litter, on a regular basis. Augmenting that campaign is the new "Don't Waste Utah," concept, being carried out. Some areas, such as those leading lead-ing to and from dumps, have an excessive amount of litter, while in others tend to be "just average." In the Logan Canyon area, the Forest Service and the Beaver Mountain Ski Resort collaborated to "adopt" a section of highway from which some 14,000 pounds of litter was 5 collected over a three-month period. Morris said that UDOT's District Dis-trict 3 which takes in Garfield County saved cans over a two-year period and collected some 610 pounds of cans for recycling. He said that UDOT spends $600,000 each year picking up litter in the state and could easily spend three or J four times that much and still not finish the job. In some areas, 1 inmate laborers from prisons and jails help to pick up the litter. Under the new campaign, the state has decided to spend $150,000 a year over the next three years trying try-ing to educate the public, sensitizing people to the litter problem in hopes of changing the public's behavior. They will use .billboards, newspapers, radio and 1 television, sometimes with public service announcements, but often on a paid-for-basis so that they reach the public at times when they will be seen and heard. Texas' "Don't Mess With Texas" campaign has proven successful, suc-cessful, reducing litter by 40 percent per-cent over the past three years, Morris said. It has been achieved by the same method, utilizing professionals profes-sionals to do the job of advertising the ills of littering. Similar campaigns cam-paigns have also worked well in Oklahoma and Idaho. "We're using the quality approach," ap-proach," said Morris, "by preparing the very best in advertising techniques tech-niques to try to get across the importance im-portance of not littering. The $600,000 spent annually on cleanup in Utah could more practically practi-cally be spent to improve the state's roads." |