U.S. Representative JEC Chairman David Schweikert (right), and New Mexico Governor Michelle Lujan Grisham (left) | https://prod.nmgov.rtsclients.com/
U.S. Representative JEC Chairman David Schweikert (right), and New Mexico Governor Michelle Lujan Grisham (left) | https://prod.nmgov.rtsclients.com/
Gov. Michelle Lujan Grisham has announced a new initiative aimed at reducing litter in New Mexico, featuring Emmy Award-winning actor Bryan Cranston reprising his role as Walter White from the television series "Breaking Bad." The campaign, titled "Breaking Bad Habits," was unveiled at a news conference held at the Jean Cocteau Cinema in Santa Fe.
The event marked the premiere of two television ads directed by Vince Gilligan, creator of "Breaking Bad." In these ads, Cranston's character Walter White is seen picking up trash in the New Mexico desert and delivering a stern message to viewers: “Keep litter out of my territory.” The campaign will also include billboards, bus advertisements in Albuquerque, social media promotions, and merchandise such as t-shirts.
A significant component of the campaign is a statewide fall cleanup challenge involving volunteers from 28 Santa Fe Public Schools, six Boys and Girls Clubs, 31 state agencies, five community-based organizations, and inmate work crews. A dedicated website has been launched to facilitate reporting illegal dumping and signing up for volunteer events.
Governor Lujan Grisham expressed her commitment to addressing litter issues in New Mexico. “New Mexico is the most beautiful state in the nation," she stated. "It’s time for all of us to commit to Breaking Bad Habits and do our part to eliminate litter."
Vince Gilligan shared his enthusiasm for participating in this project due to his connection with New Mexico during the filming of "Breaking Bad." He highlighted To’hajiilee as an iconic location used in both "Breaking Bad" and its spin-off "Better Call Saul."
Bryan Cranston commented on the unique approach of the campaign: “Most public service campaigns work using common sense and empathy… that’s not what we did here!” He emphasized his affection for New Mexico's natural beauty and cultural richness.
The campaign is funded by a $2 million appropriation from the New Mexico Tourism Department (NMTD), supplemented by contributions from the New Mexico Department of Transportation (NMDOT) and NMTD’s base budget, totaling $3 million. These funds will support creative production and media purchases through Spring 2025.
For more information on cleanup events or volunteer opportunities, visit BreakingBadHabits.nm.gov.
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