What does the "S" in UPS stand for?

We made the "S" in UPS stand for Sustainability. For Ogilvy & Mather, I followed the Dave Matthews Caravan from Chicago to NYC and told the story of how UPS minimizes the tour's carbon footprint. It was part of “The New Logistics” brand campaign that included refreshed site and content, videos (over 1 million hits on You Tube) and banners, digital B to B and consumer campaigns.