New York Celebrates Keep America Beautiful’s Great American Cleanup™ as part of 40th Anniversary Earth Day Event

Miss America 2010 Caressa Cameron, Federal and Local Officials and Celebrity Guests to Share Times Square Stage in Honor of Four Decades of Environmental Action

STAMFORD, Conn. (April 19, 2010) — Celebrating Keep America Beautiful’s annual Great American Cleanup effort, and honoring the 40th  anniversary of Earth Day, Miss America 2010 Caressa Cameron will launch Keep America Beautiful’s “Green Starts Here” Great American Cleanup rally during New York’s Earth Day 40th Anniversary festivities. The program honors the millions of volunteers who take part in the Great American Cleanup and highlights Keep New York City Beautiful’s commitment to make New York a greener, greater city. The event also marks the third anniversary of both Mayor Michael Bloomberg’s plaNYC and the formation of the Keep New York City Beautiful coalition (KNYCB).

The Great American Cleanup 2010 rally cry, “Green Starts Here,” will echo out of the canyons of Manhattan to encourage volunteer groups, community leaders, and people of all ages and walks of life to begin creating more sustainable communities. Cameron will be among celebrities and dignitaries sharing the stage for the public event that will run from 11 a.m. to 2p.m. and feature local, national and international environmental activists, business leaders, government officials and musical guests. The event will include interactive displays and activities throughout the Times Square district.

Keep America Beautiful was formed in New York City in 1953, and has held an annual Earth Day Times Square rally as part of its efforts to drive involvement in the Great American Cleanup, Keep America Beautiful’s signature cause marketing campaign. From March through May this year, an estimated 3 million volunteers will hold litter and debris cleanups on public lands and waterways, host recycling drives, spruce up community parks and playgrounds, remove graffiti, plant trees and community gardens, and host activities designed to improve the living environments that we all call “home.”

Retired New York Police Department detective Elbin Mena will receive the President’s Volunteer Service Award, recognizing his commitment to clean and green New York City neighborhoods. The award will be presented by Take Pride in America Executive Director Lisa Young, who is representing the U.S. Department of the Interior.

The event also brings performances by Mandy Gonzalez, “Elphaba” from Broadway’s “Wicked,” and teen hip hop artist J. Xavier. Since winning America’s Most Talented Kids Show contest in August of 2004 – at the age of 12 – Xavier has recorded with legendary funk hero George Clinton, performed at the Olympic festivities in Beijing, appeared in MTV films’ “My Super Sweet 16 The Movie,” now hosts his own TV show “YGTV” (Young Generation TV), and is a National Black Caucus Youth Spokesperson.

“Environmental awareness and participation have been deeply embraced by the entire nation, and on the 40th anniversary of Earth Day we’re reminding Americans that they can still lead the charge,” said Matthew McKenna, president and CEO of Keep America Beautiful. “We all have a responsibility to contribute to a healthier environment, build stronger communities, inspire sustainable behaviors, and motivate people to volunteer and improve our communities’ quality of life.”

"As we celebrate the 40th anniversary of Earth Day, we’re also celebrating the third year anniversary of Keep New York City Beautiful," said John J. Doherty, New York City Sanitation Commissioner and chair of the KNYCB coalition. "Today, New York City is the cleanest it’s been in 35 years, and thanks to the efforts of the Keep New York City Beautiful coalition, it’s also becoming a greener and a more beautiful place in which to live, work and visit.”

In 2009, more than 3 million volunteers answered the call in 32,000 communities taking part in the Great American Cleanup. Together, they collected 64 million pounds of litter and debris. More than 243 million plastic bottles and 6.9 million pounds of electronics were collected. Volunteers kept 14.5 million pounds of aluminum and steel out of landfills, and 36 million pounds of newspaper were collected for recycling as well.  Volunteers also greened up their communities by creating or improving 6,400 gardens, xeriscapes and green spaces. A full list of 2009 results can be found online at kab.org/GAC_2009Results.

America’s leading companies and brands support the campaign. The National Sponsors of the 2010 Great American Cleanup are: The Glad Products Company; Nestlé^® Pure Life^® Purified Water; o.b.^® tampons; Pepsi-Cola Company; The Scotts Miracle-Gro Company; Solo Cup Company; The Dow Chemical Company; Troy-Bilt^® Lawn and Garden Equipment; Waste Management, Inc.; Wm. Wrigley Jr. Co.; Promotional Partners: Crescent Art and Framing Products and Get Green Racing; and Educational Partner: Rubber Manufacturers Association.

About Keep America Beautiful, Inc.
Keep America Beautiful, Inc., established in 1953, is the nation’s largest volunteer-based community action and education organization. This national nonprofit forms public-private partnerships and programs that engage individuals to take greater responsibility for improving their community environments. Its signature program, the Great American Cleanup is one of many initiatives that encourage people to care for communities through volunteer participation. To join the Great American Cleanup and let green start with you, visit www.kab.org.

###