RIESTER

RIESTER unveils the first, fully integrated sustainability movement.
As our nation’s cities grow, natural resources are being squeezed, air quality is being threatened and landfills are running out of room. On April 8, RIESTER responded in force by launching STAND FOR LESS in San Diego, the first fully integrated sustainability campaign for a major U.S. city.

With the California Department of Conservation at the helm, STAND FOR LESS is a first-of-its-kind, cooperative campaign that brings together utilities, corporations, local and state agencies. Their collaborative purpose is to motivate residents and businesses to use less water, consume less energy, drive fewer miles and create less trash by recycling.

At the kick-off event, Bridgett Luther, Director of the California Department Conservation, put it succinctly: “We have the policies, now we need the people.” Joining her at the gathering were San Diego Mayor Jerry Sanders, actor and activist Ed Begley, Jr., and partners from both the public and private sector.

The campaign practices what it preaches by using short form TV and radio commercials. This includes four :15 TV commercials and six :10 radio commercials. RIESTER went as far as to produce all four TV spots in a single day on a simple, white set. This efficient approach minimized the potential carbon footprint of the production.  All of the TV and radio spots direct San Diego residents and businesses to standforless.com, an on-line community that features blogs, sustainability information and access to campaign components.

As STAND FOR LESS grows and gains momentum throughout San Diego, it is setting an example for cities nationwide. Whether they have 50,000 residents or 5,000,000, they, too, can STAND FOR LESS and respond to a growing crisis.