The Obama administration’s renewed effort to curb U.S. carbon dioxide emissions 17 percent by 2020 with a new rallying cry on Friday: “It’s for the children.”

“By taking commonsense action to limit carbon pollution from new power plants, we can slow the effects of climate change and fulfill our obligation to ensure a safe and healthy environment for our children,” said Environmental Protection Agency Administrator Gina McCarthy on Friday, announcing new emissions limits for coal plants.

The EPA has just proposed emissions caps for new power plants that would effectively ban the construction of coal-fired power plants unless they use carbon capture and storage technology — which is not commercially available.