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Maybe you could put an ad in your local paper to see if there are like-minded people in your town that would want to join you. You might even make a newspaper story if you interested one of the reporters. You could put up notices at stores and businesses where people who think like you might read them.
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Putting up an ad is a good idea as well as contacting your local press for an interview or cry for action. This would work especially well if you're in a small town because most tiny presses are always looking for a story to run when not much else is going on. It might even make front page if so and get a lot of attention. Good luck, it's a worthy cause.
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I've noticed a lot of those signs as well. Hopefully you have some of them in your area because if so then that's the best way to go about getting something started. If not definitely try to get some media coverage and kick-start something good!
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Usually when businesses adopt a highway they help fund cleaning efforts, etc. Maybe your job would like to adopt a highway; different companies are always looking for ways to get involved, and I've seen many of the signs in my area that are adopted by a business but also state the individual who pushed for the adoption so they get recognition as the ring-leader.
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