JEFFERSON CITY, Mo. -- Missouri is trying to clean up its act.

Missouri's first anti-littering campaign -- dubbed "No MOre Trash!" -- began Friday with a target audience of young people considered most likely to litter.

The state departments of Conservation and Transportation outlined a campaign complete with "hip" television commercials, a Web site and a contest offering $200 prizes for the most creative anti-littering videos.

A "humorous" television commercial is to begin running Wednesday in St. Louis, Kansas City, Columbia, Jefferson City, Springfield and Cape Girar-deau, officials said. The commercial is to be featured on youth cable stations like MTV, Comedy Central and BET.

The campaign, which initially is targeting those ages 16 to 24, is costing the state $80,000.

The transportation department is contributing $50,000 from federal roadside enhancement funding while the conservation department is chipping in $30,000 taken from publications funding. Both departments say they hope to raise additional money from private sources.

"What we want to do is plant a dream," said Lorna Domke, an anti-litter program coordinator who also runs Stream Teams, a project that cleaned up 420 tons of trash last year along state rivers and streams.

"Picture yourself living in a Missouri that's fresh, clean and full of life," Domke said. "No broken glass to hurt you, no piles of food wrappers, no discarded tires, no cigarette butts. Just you and a clean sidewalk, green lawn or clear stretch of stream."

The state says people 16 and 24 are most likely to litter, especially when in groups. Litterers typically are single, more likely to smoke and usually eat fast food at least twice a week, the state said.

The cost of cleanup

Stacy Armstrong, an anti-litter campaign coordinator who also runs MoDOT's Adopt-A-Highway program, said it costs the department $6 million annually to clear litter from state highways. The Adopt-A-Highway program saves the state about $1.5 million annually, she said.

"The goal of the campaign is to reduce litter in the first place," Armstrong said. "We would much rather use that money on roadside beautification and other projects."

Littering is a misdemeanor crime, punishable by a fine of up to $1,000. Last year, state conservation agents handed out 500 tickets for littering.

The anti-litter campaign also is receiving support from the Missouri Anti-Litter Advisory Board created by Gov. Bob Holden. The board consists of 12 government and business organizations.