Special News ReleaseLogo and Link to Stand For Less Web Site
April 8, 2009

Contact: Mark Oldfield
              Ed Wilson


SAN DIEGO (April 8, 2009) – Today marked the official launch of ‘Stand For Less,’ an environmental initiative to educate and motivate San Diego residents and businesses to take simple steps toward more Earth-friendly practices.

A unique collaborative known as San Diego Forward, made up of state and local government along with non-profit and private enterprise, developed Stand For Less to encourage San Diegans to adopt a “conservation lifestyle.” Each of San Diego’s approximately 1.2 million residents are being asked to literally Stand For Less– less water and energy use, less waste through recycling, and less air pollution through carpooling, biking or using mass transit. 

While the City of San Diego continues to develop and encourage the adoption of sustainable practices, it also recognizes there is much more work to be done. For example, city government is working to reduce its energy use 10% by 2012. It also has plans to move city facilities to renewable energy sources with goals of 17 megawatts of renewable energy used in 2012 and 25 megawatts in 2020.

“We are thrilled that San Diego has opened its doors to this exciting environmental collaboration of the public and private sectors,” said Bridgett Luther, director of the California Department of Conservation, which organized the San Diego Forward collaborative.  “Stand for Less was created to educate people about how to live comfortably using less. Living a conservation lifestyle will help Californians reach the long term objectives of the state’s Global Warming Solutions Act, which calls for a significant reduction in greenhouse gas emissions by the year 2020.”

San Diego was chosen for this 18-month pilot project because of strong local environmental leadership from city and county officials, who are already pushing businesses and residents to live a sustainable lifestyle. San Diego is home to many cutting-edge green industries that are opening the door for other businesses to move toward solar power, water conservation and the creation of green jobs. 

“Stand For Less aligns perfectly with what the city of San Diego is doing to advance environmental initiatives, especially water conservation,” said Mayor Jerry Sanders. “We are honored that the folks in Sacramento chose San Diego as the pilot city to support this program. I am confident that our residents and businesses will engage in this initiative and support a conservation lifestyle.” 

The project was announced today during a 10:30 a.m. launch event at Martin Luther King Jr. Promenade Park. Attendees learned about “Stand for Less” from DOC Director Luther, Mayor Sanders, actor/environmentalist Ed Begley, Jr., and representatives from various San Diego Forward partners.

Under the “Stand For Less” theme, San Diego Forward will launch an integrated marketing campaign with television and radio advertising, along with a Web site, standforless.com. Also, the campaign will be featured at events in the county, such as EarthFair 2009. Director Luther and Begley, Jr., will attend EarthFair on April 19 in Balboa Park as opening speakers and grand marshalls of the Children’s Parade.  In early summer, Begley, Jr. – who is working with DOC on its environmental efforts -- will also ask residents to Stand For Less while offering a chance to win a home sustainability audit conducted by Begley, Jr. himself, in association with DOC and local NBC affiliate KNSD-TV.

To learn more about the project, residents and businesses in San Diego County are encouraged to log on to www.standforless.com for information, resources and tips about how to Stand For Less.

About San Diego Forward
Stand For Less is a pilot project created by San Diego Forward, a collaboration of local and state partners working to make San Diego a more environmentally sustainable community. The California Department of Conservation founded San Diego Forward, and its partners consist of: SANDAG, San Diego County Water Authority, California Air Resources Board, California Energy Commission, California Public Utilities Commission, California Center for Sustainable Energy, San Diego Gas & Electric, San Diego Air Pollution Control District, and San Diego Environmental Services.
About the Global Warming Solutions Act (Assembly Bill 32)
Assembly Bill 32, the California Global Warming Solutions Act of 2006, sets an economy-wide cap on California greenhouse gas emissions at 1990 levels by no later than 2020. This is an aggressive goal that represents approximately an 11 percent reduction from current emissions levels and nearly a 30 percent reduction from projected business-as-usual levels in 2020.