The Nueces River Authority, with guidance from local partners, has designed and launched initial components of the Up2U Clean Rivers and Beaches campaign on the Texas Gulf Coast. Up2U is a highly successful home grown social marketing campaign that advocates personal responsibility for environmental protection, especially litter prevention. The campaign has been delivered in the upper reaches of the Nueces river basin since 2004 where it has reached over 120,000 people and been an effective catalyst in changing littering behavior. The campaign was re-designed for delivery in coastal market in 2009. The cornerstone of the campaign is a logo emblazoned mesh litter bag which is both a litter prevention tool and an advertising tool. These bags are now being distributed to beach goers, boaters, students, and litter prevention advocates from the Nueces headwaters to the coast.