‘Breaking Bad Habits’ cleanup brings in 60,000 pounds of litter statewide
New Mexico’s “Breaking Bad Habits” campaign, inspired by the hit TV series, mobilized more than 7,000 volunteers who collected over 60,000 pounds of litter statewide.
Campaign tied to hit TV series draws more than 7,000 volunteers for largest cleanup effort in New Mexico history
Organ Mountain News report
ALBUQUERQUE - A statewide cleanup campaign inspired by the hit TV series Breaking Bad brought in more than 60,000 pounds of litter during a two-day effort ahead of Earth Day.
Gov. Michelle Lujan Grisham’s office said 7,185 volunteers participated in the Great New Mexico Cleanup on April 17 and 18, collecting 60,046 pounds of trash in what officials described as the largest organized cleanup effort in state history.
The event included 33 local partner organizations hosting cleanup and beautification projects across New Mexico. The governor joined volunteers at several stops during the campaign.
The initiative, branded “Breaking Bad Habits,” draws on the cultural footprint of the Albuquerque-based TV series to promote litter prevention. Campaign ambassadors — the Salamanca Cousins from Breaking Bad — made appearances at cleanup events in Española, Taos, Los Lunas and Socorro.
“New Mexicans take immense pride in the beauty of our state, and the Great New Mexico Cleanup showed what is possible when our communities band together to accomplish a common goal,” Lujan Grisham said in a statement.
The program launched in October 2024 and has since expanded statewide. Officials said that in 2025 alone, the initiative coordinated 250 cleanup events with 190 partner organizations, engaging more than 19,000 volunteers.
Those efforts removed more than 10.5 million pounds of litter and 215 tons of illegally dumped tires, according to the governor’s office.
The campaign has also leaned heavily on its television tie-in. A launch commercial directed by Breaking Bad creator Vince Gilligan and featuring Bryan Cranston as Walter White was followed by a second ad featuring the Salamanca Cousins. Officials said the ads have been viewed nearly 73 million times.
State officials are encouraging residents to participate in future cleanup efforts, report illegal dumping and volunteer with local organizations.
More information is available at breakingbadhabits.nm.gov.
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