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Texas Parks and Wildlife Foundation

San Antonio Man Receives Early Christmas Gift Courtesy of Toyota

Dec. 14, 2018
Media contact: Lydia Saldaña

SAN ANTONIO- Juan Martinez feels like a kid on Christmas morning. Just yesterday, he picked up the keys to a brand-new Toyota Tundra at a Toyota dealership in San Antonio. Martinez was selected as the grand prize winner for the “We Will Not Be Tamed” sweepstakes, part of a Texas Parks and Wildlife Foundation (TPWF) campaign that encourages all Texans to get involved in conserving the wild things and wild places of our state.

“I was in absolute shock. l didn’t believe it at first,” said Martinez about getting the call that he won. “The only thing I’ve ever won before is a fishing rod. And that was a fishing rod. This is a truck!”

Martinez, an avid angler, is a juvenile probation officer for Bexar County. Before yesterday, he drove a 2009 truck and had been thinking about a new truck for a while. He says he can’t wait to hook up his fishing boat to his new Toyota Tundra.

“I really appreciate Toyota, not only for this new truck, but everything they do for conservation in Texas,” he said. “They do a great job of supporting Texas Parks and Wildlife.”

Juan Martinez and daughter Sophia with “We Will Not Be Tamed” Ambassador Jorge Avalos.

The “We Will Not Be Tamed” campaign launched earlier this year. It calls on us all to appreciate the wildness of Texas, the vastness of our Texas spirit and why we should be inspired to conserve it. The campaign featured remarkable outdoorsmen and women as ambassadors, including U.S. Army Veteran Jorge Avalos of San Antonio. Avalos was on hand at the dealership as Martinez got the keys to his new truck.

“I think the campaign is an excellent idea,” said Martinez. “We should all be involved in conserving the resources we have. I have two children and I want to be sure they have fish to catch when they get older and when they have kids.”

The “We Will Not Be Tamed” campaign will continue in 2019 with a new roster of ambassadors to help spread the word.

“We appreciate Toyota’s support for conservation and hope Juan enjoys many outdoor adventures in his new Tundra,” said Texas Parks and Wildlife Foundation Executive Director Anne Brown. “We invite all Texans to get involved. Find out more at”


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Since 1991, Texas Parks and Wildlife Foundation (TPWF) has leveraged public funds with private philanthropy to advance Texas’ proud outdoor traditions and conserve our state’s wildlife, habitat, recreational areas, and natural resources. Since its inception, TPWF has raised more than $170 million to help ensure that all Texans, today and in the future, can enjoy the wild things and wild places of Texas.