HRGREEN Campaign News
Issue No. 1                                                                                                                      MARCH 2011

Welcome to the HR Green
Campaign Newsletter!  

Here's where you'll find all the latest news about the HR Green initiative-an exciting regional awareness campaign set to launch in the summer of 2011.
The campaign, and this newsletter, are sponsored by 16 Hampton Roads cities and counties, working together with the Hampton Roads Planning District Commission. Please join our mailing list to receive news and updates, and watch our HR Green brand grow! Info at


Energy-efficient light bulbsHRPDC to Launch HR Green
Awareness Campaign in 2011

Helping Hampton Roads residents
find their inner green


Looking for the lowdown on easy ways to recycle, the benefits of a cool drink of water straight from the tap or tips for keeping Hampton Roads' landscapes and waterways clean and clear? Mark your calendars! Hampton Roads residents will soon have a go-to website for news about all the terrific environment-friendly programs in Southeastern Virginia when the Hampton Roads Planning District Commission (HRPDC) launches a groundbreaking public awareness campaign, HR Green, in the summer 2011.    


Plans for the HR Green campaign began last year when the HRPDC decided to consolidate its HR CLEAN, HR FOG, HR STORM and HR WET brands under one regional umbrella campaign called HR Green.   


In July, the Commission selected Cahoon & Cross  Advertising, Marketing and Public Relations to work with its HR Green Executive Committee in creating and implementing a five-year, comprehensive marketing communications plan toward this effort. The campaign will revolve around a central, one-stop shop website, where residents may access information on everything from recycling and sustainable water use to stormwater awareness and how to safely dispose of cooking oils.


Since then, the group has begun development of a marketing plan; conducted research to evaluate attitudes, opinions and behaviors regarding regional environmental practices; launched a blog , for posting campaign news and updates; and entered into a partnership with Old Dominion University to incorporate HR Green as the focus of a student service learning project for the spring 2011 semester. A second phase of research, to test creative ideas, begins this quarter, with the development of the website and other social media platforms to follow. The HRPDC plans to launch the HR Green awareness campaign in the summer 2011.

Julia Hillegass

The HRPDC Says... 



"The promotion of environmental stewardship among our region's residents is a key charge of the HRPDC, and we are excited that our communities will soon have a go-to brand, HR Green, for gathering tips, suggestions and news about good environmental practices, while actively participating in the campaign."  



Julia B. Hillegass, Public Information and
Community Affairs Administrator, HRPDC

Girl planting flowerWatch Us Grow at 
Making your Hampton Roads lifestyle
easier on the environment

Check the new online journal,, a comprehensive site for news about all the terrific environment-friendly programs in Southeastern Virginia. Developed by the HRPDC as an interim resource for its HR Green regional awareness campaign, the site features news and views written by team of local experts who work in the region's municipal utility and environmental divisions. Check in for info on everything from city/county recycling programs to simple green practices you can implement at home, work and play. You may also check for news and updates of the HR Green initiative, set to launch in the summer of 2011. Join us by posting comments to the blog and be sure to link us to your website. We're at!


Lisa HardyIntroducing Blogger Lisa Hardy

Lisa Hardy, an environmental planner with the HRPDC, has been with the Commission since November 2009. She brings her love for the outdoors and responsible environmental stewardship to the HR Green community through her environmental outreach in the areas of: drinking water, stormwater, recycling/beautification, and the prevention of putting fats, oils and grease (FOG) down the drain. "I don't recall a single moment when I decided to become an environmental steward, but rather have been making small changes all my life to 'go green'. I'm always looking for new ideas and new ways to get involved."


Other members of the HR Green Blog team include: 

  • Julia Hillegass, Public Information and Community Affairs Administrator, HRPDC
  • Katie Rider, Senior Environmental Education Planner, HRPDC
  • Catherine "Beth" Davis, Utility Analyst, James City Service Authority
  • John Deuel, Recycling Coordinator and Executive Director, Keep Norfolk Beautiful
  • Lee Ann Hartman, Public Information Specialist, Newport News Waterworks
  • Fleta Jackson, Public Information Specialist, City of Norfolk, Environmental Storm Water Management
  • Katherine Jackson, Senior Lecturer, English Department at Old Dominion University (A guest blogger, Katherine's advanced composition class has adopted environmental education as the theme of its spring semester service learning project. She is writing out this experience on the blog.)

Litter on BeachStudy Says! 

First Wave of HR Green Research reveals good and bad green behaviors


Last fall, EAB Research of Richmond, working with Cahoon & Cross Advertising, Marketing and Public Relations, conducted a series of focus group and online studies to determine what drives some Hampton Roads residents to be good environmental stewards-and what prevents others from recycling, reusing and finding their inner "green." The findings will be instrumental in developing the messaging for the HR Green campaign and providing a benchmark for tracking its effectiveness in the years to come.


 Click here for research highlights


About the HRPDC

The HRPDC provides assistance on local and regional issues pertaining to economics, physical and environmental planning, emergency management and transportation. The Commission represents more than 1.6 million people who live in the cities of Chesapeake, Franklin, Hampton, Newport News, Norfolk, Poquoson, Portsmouth, Suffolk, Virginia Beach and Williamsburg, and the counties of Gloucester, Isle of Wight, James City, Southampton, Surry and York. For information and updates on the HR Green campaign, visit .
In This Issue
HRPDC to Launch HR Green Awareness Campaign in 2011
The HRPDC Says...
Watch Us Grow at
Study Says!

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Woman shopping for groceries

Three Easy Shopping Tips from HR Green:


1. Think before you buy - and buy only what you need


2. Purchase quality goods that will last


3. Avoid over-packaged products and disposable goods 

(more easy reduce, reuse and recycling tips here )