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The Adopt-a-Highway program, along with the similar Sponsor-a-Highway initiative, is a program that encourages organizations to sponsor a section of the highway to keep it litter-free. Typically, sponsors commit to conducting cleanups along their designated stretch of road 4-6 times a year. In return, they are permitted to display their name or logo on road signs in that area, signaling to drivers their active role in maintaining the stretch of road while also serving as a form of advertisement. Established in the 1980s, these programs now have over 120,000 groups participating nationwide, with road sections typically ranging from 2-5 miles.

History
The Adopt-a-Highway (AAH) program was initiated in the United States during the 1980s as a response to the growing issue of litter. The idea came from James Evans, an engineer with the Texas Department of Transportation (TxDOT), who witnessed debris flying out of a pickup truck bed. Recognizing the high costs associated with city-led litter cleanup, Evans sought the support of local organizations to sponsor the cleaning of highway sections. Today, companies in nearly every state, as well as numerous countries around the world, can partner with local organizations to receive a sign on the roadway in exchange for committing to regular cleanups.

In 1985, the Tyler Civitan Club became the first group to volunteer, adopting two miles along U.S. Route 69 just north of Loop 323 between Tyler and Interstate 20. The program proved to be very successful and has since spread to 49 states, Puerto Rico, Canada, New Zealand, Australia, and Japan. Vermont is the only U.S. State without an Adopt-a-Highway program, but has a similar program called "Green Up," where the cleanup is done by community residents.

In 1989, California became the 20th state to develop a highway litter control program when the California Department of Transportation began administering the Adopt-A-Highway program for state highways. The program distinguishes between volunteer adoptions and sponsored adoptions. As of 2021, more than 120,000 California residents have participated in the program to remove litter, plant trees and wildflowers, remove graffiti, and clear vegetation along over 15,000 shoulder miles (24,000 shoulder km) of roadside.

Program Details and Variations
Businesses that participate in the Adopt-a-Highway program commit to maintaining their designated road section by conducting at least four cleanup events each year. There are variations within the program, including the option to sponsor a highway, which allows for different approaches to managing cleanup responsibilities.

Typically, participation in these programs does not require any sort of payment unless an organization opts to hire contractors for the cleanup instead of using volunteers. In such cases, local chapters can provide estimates based on their specific policies, often involving a monthly cost. This flexibility is particularly beneficial for companies managing high-traffic highways while prioritizing the safety of their employees.

Each state's program has its own set of guidelines, but most prefer to exclude residential areas where homeowners or homeowners associations (HOAs) are responsible for maintenance as well as locations that may pose safety risks for volunteers, such as steep or windy roads with limited visibility. To promote safety and efficiency, the program supplies volunteers with necessary training, safety vests, signage, and trash bags for their clean-up efforts.

Commitment durations typically span one to two years, covering stretches of road that range from one to three miles. Applicants have the option to adopt multiple segments, though this usually involves separate application processes for each area. After each cleanup, volunteers are required to report their activities to their local organization to maintain accurate records. Failure to adhere to these guidelines may lead to the removal of their signs.

1. Brand Recognition on Busy Highways
Adopt-a-Highway signs are placed along busy interstates, highways, and freeways with high traffic volumes. For example, sections of I-95 see over 200,000 vehicles daily. This exposure provides brands with incredible visibility. Research shows outdoor advertising leaves up to 90% of viewers able to remember the brand after exposure.

2. Promoting Volunteer Efforts in the Community
By adopting a highway, organizations pledge to organize litter cleanups 4-6 times yearly. This facilitates team-building activities with tangible environmental impact, strengthening community ties.

3. Enhancing Social Responsibility Awareness
Today’s consumers care about corporate social responsibility, with 86% expecting companies to support social or environmental issues. Supporting a highway adoption program demonstrates a company's commitment to the local area and environment, helping to mitigate the over 50 billion pieces of litter along US roads yearly.

4. Cost-Effectiveness
The cost to sponsor a 2-mile highway stretch ranges from $2,000 to $10,000 annually, depending on factors like road traffic and program fees set by each state. Given the high visibility and daily impressions, this represents a cost-effective advertising solution.

5. Low Overhead Participation
Adopt-a-Highway programs are accessible to small and mid-sized businesses. Public road agencies provide training, safety vests, litter pickers, and bags, making it easy to participate without overwhelming internal resources.

6. Engaging Employees as Volunteers
Employees want to work at companies that give back. Adopt-a-Highway programs offer purpose-driven initiatives for team building, strengthening camaraderie, and boosting employee fulfillment.

7. Contributing to a Cleaner Environment
Adoption efforts lead to less litter on highways and greenspaces, protecting local wildlife and waterways. This aligns with eco-conscious consumer values and enhances brand differentiation.

Environmental Impact
The Adopt-a-Highway program has a significant positive impact on the environment. States with active Adopt-a-Highway programs have seen a reduction in highway litter by an average of 30% over the past decade. In California alone, over 120,000 residents have participated in the program, removing thousands of tons of trash annually. Furthermore, many programs have incorporated recycling initiatives, where collected litter is sorted and recyclable materials are processed, contributing to state recycling goals.

Volunteers sequestering this trash prevents it from getting into waterways and other habitats, polluting more than highways. It also helps all wildlife from consuming or being tainted by toxic materials in the litter that could stunt growth or harm health in worse ways.

Some programs encourage more than just trash collection as a part of their AAH program. They could also include:


 * Recycling
 * Graffiti removal
 * Vegetation control
 * Tree and wildflower planting
 * Other beautification efforts
 * Volunteer and Community Impact

Controversial Participation
The AAH program allows any organization to participate, which became a point of controversy when the Ku Klux Klan adopted a portion of Interstate 55 just south of St. Louis, Missouri. While legally the program had to uphold the groups' rights to participate, public outcry and repeated destruction of its sign was a cause of concern. In November 2000, the section of highway was designated as the Rosa Parks Freeway after the famous civil rights figure.

KKK sponsorship was later dropped from the program for the group's failure to fulfill its obligations, and the Missouri Department of Transportation adopted specific criteria to prohibit hate groups from future participation. However, the 8th Circuit Court of Appeals ruled that any attempt to bar the Klan from participation in the Adopt-a-Highway program on the basis of the group's purpose is a violation of the First Amendment. The Supreme Court declined to hear the case, so the ruling stood.

The Southern Appalachian Lesbian and Gay Alliance initially faced denial in 1989 when they sought to adopt a stretch of highway in North Carolina. After filing a lawsuit, they settled out of court, allowing their participation, though North Carolina DOT officials urged them to exclude the words "lesbian" and "gay" from their signs. The group chose to include those words, but the signs were soon stolen. Governor Bill Janklow allowed them to continue participation but had sponsor names removed from all adopt-a-highway signs in the state.

In 2009, the state of Missouri renamed a section of highway after Rabbi Abraham Joshua Heschel, because it had been adopted by a neo-Nazi group. Heschel had fled the Nazis' advance in Europe and became a prominent theologian and civil rights advocate in the United States before his death in 1972.

The National Alliance was accepted into the Adopt-a-Highway program by the Kentucky Transportation Cabinet in 2007. However, when state officials discovered the group's white supremacist views in 2009, they threatened to terminate the contract. Ultimately, out of fear of legal action, the state backed off and the contract was not terminated.

In 2009, the San Diego Minutemen, an anti-illegal immigration group, adopted a stretch of I-5 in California but faced reassignment to a less busy road after local activists complained. The Minutemen responded by filing a lawsuit against the California Department of Transportation, which resulted in a six-figure settlement and the ability to retain their sign near the border.

Economic Aspects
The economic benefits of the Adopt-a-Highway program are substantial. By leveraging volunteer labor, state and local governments save millions of dollars annually in cleanup costs. For example, the Texas Department of Transportation reported saving approximately $5 million per year since the program's inception. Additionally, businesses that sponsor highway segments gain valuable advertising exposure, often at a lower cost than traditional billboards. This exposure can enhance brand reputation and community relations.

Global Perspective
The Adopt-a-Highway program has been adopted or adapted in countries outside the U.S., including Canada, New Zealand, Australia, and Japan. Each country has tailored the program to fit its unique environmental and community needs. For instance, Australia's program emphasizes the involvement of local schools and community groups, while New Zealand focuses on maintaining the natural beauty of its scenic highways.

Future Developments
The future of the Adopt-a-Highway program includes potential expansions and innovations in litter collection and recycling technology. Programs are exploring the use of drones for monitoring litter, automated trash collection devices, and enhanced community engagement strategies to involve more volunteers and businesses in keeping highways clean.

In popular culture

 * In the hit U.S. sitcom Seinfeld episode "The Pothole", Cosmo Kramer adopts a mile of the fictional Arthur Burghardt Expressway. Kramer proceeds to alter the four-lane highway to two lanes to allow the creation of wider "leisure lanes", which results in major traffic congestion.
 * In the American Dad! episode "It's Good to Be Queen" Francine comments on the cleanliness of the highway and gives thanks to the Ku Klux Klan.
 * The MU330 song "KKK Hiway" is about the Ku Klux Klan's attempt to sponsor Interstate 55 in lead singer Dan Potthast's hometown of St. Louis ("a few miles away from [his] mom's house").
 * In the Simpsons episode "Krusty Gets Kancelled", Bette Midler is seen picking up trash along a stretch of highway she has adopted, and causes car crashes for drivers who deliberately litter.
 * In Rick Riordan's The Trials of Apollo, Book 2: The Dark Prophecy, the character Apollo finds his destination via an Adopt-a-Highway sign sponsored by the book's antagonist, Triumvirate Holdings.