Two weeks after the "Pants on the Ground" video became popular thanks to "American Idol" ("see below"), a billboard campaign against the style of sagging pants was launched in the Dallas, Texas, area. The billboards feature Big Mama Joseph from the 1997 film "Soul Food" saying, "Pull 'Em Up!" and asks youngsters to "Keep it a secret!" The campaign is the brainchild of Dallas Mayor Pro Tem Dwaine R. Caraway, and uses advertising space donated by Clear Channel Outdoor. Another billboard campaign against sagging pants was launched in Brooklyn, New York by New York State Senator Eric Adams on March 28, 2010. In May 2010 New York State Senate President Malcolm Smith used US$2,200 from his campaign fund to launch a similar campaign in Queens.