MEDIA RELEASES

FOR IMMEDIATE RELEASE

Flick-Fest announces new hot act for Estevan

TORONTO (CANADA) May 16, 2008 – The buzz is continuing to build for Flick-Fest – the free, carbon-neutral music festival which will be rocking Estevan’s Civic Auditorium on Friday, May 30. Today the news dropped that indie rockers Arkells have been added to the line-up.

Arkells join already announced headliner Juno and MMVA Award winners City and Colour, as well as Black Lungs and Sleepercar for the first ever Flick-Fest, sponsored by Virgin Mobile Canada and FLICK OFF.

Formed in 2006 in Hamilton, Ontario, Arkells recorded and released their debut EP Deadlines in 2007. The five piece band is made up of Tim Oxford on drums, Dan Griffin on keys, Mike DeAngelis on guitar, Nick Dika on bass and Max Kerman on guitar and vocals (though all members layer their voices on most songs). Signed to Dine Alone Records at the beginning of 2008 the band has booked shows with Ladyhawk and Danko Jones. They are set to re-release Deadlines in 2008.

Don’t forget doors will open at 6pm on May 30 for Flick-Fest.  Festival goers are reminded that entry will be on a first come-first served basis so to avoid disappointment please ensure you arrive early to give yourself the best chance of getting in.

“We’re delighted to announce Arkells to the line-up for Flick-Fest, which already includes some of the most talked about bands in Canadian music,” said Andrew Bridge, Virgin Mobile Canada.  “Estevan earned this party through their own hard work. We can’t wait to head out there on May 30 and celebrate their success with them.”

Rocking out at Estevan’s Civic Auditorium, the event will be green and carbon-neutral. Besides having on-site recycling, Virgin Mobile’s “Green Angels” will be on hand to make sure that nothing that should be recycled makes its way into the trash.

Other supporting sponsors of Flick-Fest are SaskPower and the Shand Greenhouse.

Ticket News:
Entry to Flick-Fest is free. The venue has a capacity limit and entry will be on a first come first served basis. To make sure you don’t miss out, make sure you arrive early. Doors open at 6:00 p.m.

About FLICK OFF
FLICK OFF (www.flickoff.org) is a movement to fight global warming by getting people to use less energy. Its partners include Virgin Mobile Canada, MuchMusic, Roots Canada and the David Suzuki Foundation, as chief scientific advisor.

 
About Virgin Mobile Canada
The Virgin Mobile group of companies has attracted more than 10 million customers worldwide. As the #1 mobile youth network, Virgin Mobile Canada’s mission is to connect, entertain, and reward like nobody else. Its simpler, better deals offer customers control, flexibility, and choice to design mobile packages that truly work for them. J.D. Power and Associates ranked Virgin Mobile highest in customer satisfaction with prepaid wireless service for three years in a row[1], 91% of customers would recommend Virgin Mobile to a friend, and a 2007 independent survey confirmed that Virgin Mobile has the happiest customers of any of the national cell phone companies in Canada.

Virgin Mobile phones are available at more than 4,000 locations with top-up cards available at more than 10,000 locations nationally. Virgin Mobile products can also be purchased online at http://www.virginmobile.ca or by calling 1-888-999-2321.

For more information please contact:

Andrea Hirsch
PR Specialist, FLICK OFF
1-416-360-0044 ext. 394
andrea@keygordon.com   

Chris Baines
Virgin Mobile Canada
1-416-607-8412 / 1-647-378-8859
chris.baines@virginmobile.ca

[1] J.D. Power and Associates 2007 Canadian Wireless Customer Satisfaction StudySM. The 2007 Canadian Wireless Customer Satisfaction Study is based on responses from nearly 6,000 mobile phone users. Respondents were surveyed in September 2007. jdpower.com.

 

FOR IMMEDIATE RELEASE

City and Colour to headline Estevan, Saskatchewan’s Flick-Fest
Juno Award winners to take the stage at totally green festival

TORONTO (CANADA) April 22, 2008 – The buzz is building for Flick-Fest, the prize in a nation-wide competition to raise awareness about global warming. Today it was announced that Juno and MMVA (MuchMusic Video Award) winners City and Colour will headline the first ever Flick-Fest, sponsored by Virgin Mobile Canada and FLICK OFF. Joining City and Colour will be Black Lungs and Sleepercar.

The people of Estevan, Saskatchewan stepped up to the plate and saved the most energy per capita of any community in Canada! Their prize – a free, carbon-neutral music festival – will be rocking Estevan’s Civic Auditorium on Friday, May 30. The event is inspired by FLICK OFF, a movement to fight climate change by getting Canadians to use less energy.

“Global climate change is the crisis of our time, and we can no longer afford to ignore it,” said Sir Richard Branson, chairman of the Virgin Group and founder of Virgin Mobile Canada. “The people of Estevan were passionate about making a difference and took real action to save energy. I’m thrilled to celebrate their drive and spread the word about just how easy it is to reduce energy and help save the planet.”

City and Colour is fronted by rhythm guitarist and back up singer of Alexisonfire, Dallas Green. He’s won both the 2006 MMVA for People’s Choice Favourite Canadian Artist for his debut hit single “Save Your Scissors” and a 2007 Juno Award for Best Alternative Album for his platinum-selling debut album Sometimes. His latest album, 2008’s Bring Me Your Love, debuted at #1 on iTunes and features a collaboration with The Tragically Hip’s Gordon Downie.

Black Lungs is inspired by such wide-ranging influences as folk, punk, classical, soul and country. They craft fiercely literate lyrics and strikingly uncomplicated melodies. Black Lungs’ architect, Wade MacNeil, has earned a #1 debut on the Top 200 Soundscan and a Juno Award for New Group of the Year as vocalist and guitarist of Alexisonfire. Black Lungs’ debut album Send Flowers will be released May 20, 2008 on Dine Alone Records.

Alt-country band Sleepercar has been gaining a steady following while touring North America, and their debut album West Texas is slated for a 2008 release. Collaborating with a variety of musicians and writers to create their current line-up of songs, the band consists of lead vocalist Jim Ward, drummer Matthew Schmitz, guitarist Chris Heinrich, bassist Greg Sosa, and keyboardist Gabe Gonzalez.

“FLICK OFF’s goal is always to encourage people to stand up and take action in the fight against climate change. The people of Estevan stepped up and showed us their passion and how much they cared,” said Grant Gordon from FLICK OFF. “They earned this party through their own hard work and awareness. We can’t wait to head out there and celebrate their success with them.”

Rocking out at Estevan’s Civic Auditorium, the event will be green and carbon-neutral. Besides having on-site recycling, Virgin Mobile’s “Green Angels” will be on hand to make sure that nothing that should be recycled makes its way into the trash.

Other supporting sponsors of Flick-Fest are SaskPower and the Shand Greenhouse.
 
Ticket News

Entry to Flick-Fest is free. The venue’s capacity is around 2,700 so entry will be on a first come first served basis. To make sure you don’t miss out, make sure you arrive early. Doors open at 6:00 p.m.

About FLICK OFF

FLICK OFF (www.flickoff.org) is a movement to fight global warming by getting people to use less energy. Its partners include Virgin Mobile Canada, MuchMusic, Roots Canada and the David Suzuki Foundation, as chief scientific advisor.

About Virgin Mobile Canada

The Virgin Mobile group of companies has attracted more than 10 million customers worldwide. As the #1 mobile youth network, Virgin Mobile Canada’s mission is to connect, entertain, and reward like nobody else. Its simpler, better deals offer customers control, flexibility, and choice to design mobile packages that truly work for them. J.D. Power and Associates ranked Virgin Mobile highest in customer satisfaction with prepaid wireless service for three years in a row[1], 91% of customers would recommend Virgin Mobile to a friend, and a 2007 independent survey confirmed that Virgin Mobile has the happiest customers of any of the national cell phone companies in Canada.
Virgin Mobile phones are available at more than 4,000 locations with top-up cards available at more than 10,000 locations nationally. Virgin Mobile products can also be purchased online at http://www.virginmobile.ca or by calling 1-888-999-2321.

For more information please contact:
Andrea Hirsch
PR Specialist, FLICK OFF
1-416-360-0044 ext. 394
andrea@keygordon.com   

Chris Baines
Virgin Mobile Canada
1-416-607-8412 / 1-647-378-8859
chris.baines@virginmobile.ca

 

[1] J.D. Power and Associates 2007 Canadian Wireless Customer Satisfaction StudySM. The 2007 Canadian Wireless Customer Satisfaction Study is based on responses from nearly 6,000 mobile phone users. Respondents were surveyed in September 2007. jdpower.com.

 

NEWS FOR IMMEDIATE RELEASE

TORONTO (CANADA) APRIL 25, 2007 – Sir Richard Branson, founder of the Virgin Group of Companies, and Ontario Environment Minister Laurel Broten, appeared in Toronto this morning to announce today’s launch of FLICK OFF – a cross-country initiative designed to educate Canadians about the devastating effects of global warming and motivate people to do something about it.

Virgin Mobile, MuchMusic, Roots Canada, Environmental Defence and the Province of Ontario have joined forces to create a dynamic coalition to communicate a simple message: it’s no longer enough to worry about global warming, it’s time to take action and encourage everyone to join in.

Canadians are encouraged to participate in FLICK OFF by logging on to www.FLICKOFF.org where they’ll find everything they need to know about the climate crisis and easy-to-implement solutions. Canadians can get informed, calculate their CO2 emissions, make a pledge to cut their energy consumption, and order a guerrilla-style action kit.

On his way to Iqaluit, Nunavut to witness first-hand the dramatic impact of global warming on Northern Canada, Sir Richard Branson stopped in to help launch FLICK OFF and let Canadians know that “a huge percentage of the population isn’t aware of how big and positive an impact they can have on the environment by doing simple things. Our goal as a partner in FLICK OFF is to inform, challenge and inspire people to be concerned and to give them a tool to take action. We’re encouraging Canadians to challenge their friends, family and neighbours to get involved and be excited about the difference they can make in the world around them.”

“Climate change is the defining issue of our generation and a challenge no government can take on alone,” Environment Minister Laurel Broten said. “The McGuinty government is proud to be part of this coalition that empowers Ontarians to take action. I challenge my provincial counterparts across Canada to join us. The planet cannot wait.”

The FLICK OFF Web site provides a range of information and activities for Canadians including:

• Global warming 101: FLICKOFF.org is a clear, easy-to-read Web site about climate change. It describes the causes, effects and solutions to global warming in a conversational, tongue-firmly-planted-in-cheek style. It also features visually resplendent photos by Canadian photographers Jesse Boles and Mark Coatsworth.

 

• Steps to reduce emissions: The site is replete with tips on how people can immediately reduce their impact on the environment.

 

• Manage your damage: When we burn fossil fuels to create energy, we produce CO2. CO2 is the main cause of global warming. www.FLICKOFF.org includes a carbon calculator that enables people to measure their individual CO2 emissions, and learn how much they will save by making simple, specific changes to their daily routine and purchasing habits.

 

Canada’s first ever FLICK-FEST. In the coming weeks, FLICK OFF will also announce a nationwide challenge to see which community or city in Canada can cut their emissions the most per capita over the course of the summer. The winning community will be rewarded with a FLICK-FEST, their very own carbon-neutral music festival featuring some of Canada’s best-known bands.

SPREAD THE WORD

In addition to Sir Richard Branson and Minister Broten, FLICK OFF is driven by a dynamic group of founders including: Environmental Defence; Virgin Mobile Canada; Roots Canada; and MuchMusic along with other stations from CHUM Television including Citytv.

“For almost 30 years now, people have been told the crisis is coming,” said Dr. Rick Smith, Executive Director of Environmental Defence. “But it’s here, and we’ve got to make fundamental changes. As a father, I want to help make those changes—and think people are ready to do what our governments and businesses didn’t.”

Virgin Mobile Canada will help spread the word about FLICK OFF on their website, via text and at both Virgin Festivals in Vancouver and Toronto. “At Virgin Mobile, we’re taking Virgin’s global vision to do what we can to protect the environment and are continually focused on making positive changes in Canada. FLICK OFF really gives us the opportunity to help Canadians, including our customers and employees, take action and make a difference every day,” said Nathan Rosenberg, Chief Marketing Officer, Virgin Mobile Canada.

MuchMusic will be promoting FLICK OFF on multiple platforms, kicking off with a teaser that debuts today on stations reaching Canadians nationwide. MuchMusic's support also includes integrated content throughout the program schedule, while www.muchmusic.com features custom content designed to inspire youth to take action.

"This edgy campaign is a perfect fit for Much," said David Kines, VP, Music & Youth Services, CHUM Television. "New research has shown that Canadian youth care deeply about the environment but also feel it's too difficult to be eco-conscious. Much is proud to be spreading the word about FLICK OFF and we're especially excited about engaging youth to do their part to reduce greenhouse gas emissions."

Roots Canada will be launching FLICK OFF wear, a branded organic cotton clothing line which is now available in Roots stores across Canada. To help raise funds for FLICK OFF, Roots Canada will also be selling action kits and FLICK OFF bracelets. The action kits feature stickers, flyers, a stencil, ring bands and “Climate Change,” by Shelley Tanaka.

“Business can be part of the solution,” said Michael Budman of Roots Canada. “But the first step is to stop denying that there’s a problem for someone else to solve. We’re all in this together. Awareness is only part of our challenge – action is what’s needed, and our goal is to get as many people as we can to log on to the website and then FLICK OFF.”

ABOUT FLICK OFF

FLICK OFF (www.flickoff.org) is a movement to fight global warming. It is a unique partnership among a national environmental group, companies, media and government: Environmental Defence, Virgin Mobile Canada, Roots Canada, MuchMusic and the Government of Ontario.

For more information, or to arrange interviews with FLICK OFF partners, please contact:   Jennifer Foulds, Environmental Defence (416) 323-9521 ext. 232 / (647) 280-9521 (cell) 

NOTE TO PHOTO EDITORS:   Photos to accompany this release are available on CNW  
NOTE TO ASSIGNMENT DESKS:   B-roll footage and clips to be released Wednesday, April 25, 1:00 – 1:30 p.m. EDT  
CO‑ORDINATES:   

• Anik F2 C band analogue, Transponder 3B 
• Audio subcarrier 6.2 and 6.8 
• Downlink frequency 3820 vertical 

TOC:    CFA TX 1

LOGOS: To download the FLICK OFF Logo, click on the icons below

 

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Communiqué de presse
pour diffusion immediate

 

Toronto (Canada) 25 avril 2007 – Sir Richard Branson, fondateur du groupe de compagnies Virgin, et la ministre de l’Environnement du gouvernement de l’Ontario, Laurel Broten, ont lancé, ce matin à Toronto, la campagne FLICK OFF : une initiative pancanadienne qui vise à éduquer les Canadiens sur les effets dévastateurs du réchauffement de la planète. On veut inciter et encourager les canadiens à poser des gestes pour protéger l’environnement et la planète.

Virgin Mobile, MuchMusic, Roots, Environmental Defence et la province de l’Ontario ont uni leurs efforts afin de créer une coalition dynamique pour faire comprendre un message simple : ce n’est plus le temps de s’inquiéter du réchauffement planétaire, c’est le temps d’agir et d’encourager tout le monde à faire des efforts.

Les Canadiens sont invités à participer à FLICK OFF en visitant le www.FLICKOFF.org.  Ils y trouveront de l’information à propos du réchauffement climatique et y découvriront des solutions faciles à appliquer. Ils peuvent se tenir informés, calculer leurs émissions de CO2, s’engager par la voie d’une promesse à réduire leur consommation d’énergie et commander une trousse d’information sur la préservation et la protection de l’environnement.

En route vers Iqaluit au Nunavut afin de constater de ses yeux les effets dramatiques qu’a le réchauffement de la planète sur le Grand Nord canadien, Sir Richard Branson a fait un arrêt en ville à l’occasion du lancement de FLICK OFF. Il a voulu faire savoir aux Canadiens que «une très grande proportion de la population n’est pas au courant de l’immense impact positif qu’elle peut avoir sur l’environnement en accomplissant de petits gestes. En tant que partenaire de FLICK OFF, notre but est d’informer, mettre au défi et surtout inspirer les gens, les inciter à se soucier de l’environnement et leur donner des outils pour passer à l’action. Nous encourageons les Canadiens à mettre au défi leurs amis, leur famille et leurs voisins, pour qu’ils s’impliquent et soient excités de voir qu’ils peuvent faire une différence dans le monde qui les entoure. »

« Le changement du climat est le problème le plus important de notre génération et constitue un défi qu’aucun gouvernement ne peut assumer seul », a affirmé la ministre de l’Environnement de l’Ontario, Laurel Broten. « Le gouvernement McGuinty est fier de faire partie de cette coalition qui invite les Ontariens à l’action. Je mets au défi mes collègues des autres provinces du Canada à se joindre à nous. La planète ne peut pas attendre! »

Le site Internet de FLICK OFF fournit une foule d’informations et d’activités destinées aux Canadiens, dont :

• Réchauffement planétaire 101 : www.FLICKOFF.org est un site facile à consulter portant sur les changements climatiques. Il décrit les causes, les effets et les solutions au réchauffement de la planète, dans un style net et concis, où l’information est vulgarisée. Le site présente également des magnifiques photos prises par les photographes canadiens Jesse Boles et Mark Coatsworth.

 

• Des moyens pour réduire les émissions : Le site propose des conseils pour aider les gens à réduire leur impact sur l’environnement dans l’immédiat.

 

• Gérez les dommages : Lorsque nous brûlons des combustibles fossiles pour créer de l’énergie, nous produisons du CO2.  Le CO2 est la principale cause du réchauffement de la planète. Le www.FLICKOFF.org propose une calculatrice de dioxyde de carbone qui permet aux gens de mesurer leur émission personnelle de CO2. Ils pourront découvrir combien ils économiseraient à apporter des changements simples et précis à leur routine quotidienne et à leurs habitudes d’achat.

Le tout premier FLICK-FEST au Canada.  Au cours des semaines à venir, FLICK OFF annoncera également un défi national pour connaître quelle municipalité ou ville canadienne pourra diminuer le plus ses émissions de gaz à effet de serre par habitant pendant l’été. La municipalité gagnante accueillera le FLICK-FEST, un festival musical (à faible émission de dioxyde de carbone évidemment !) avec les groupes canadiens les plus en vogue.

Propagez le mot!

En plus de Sir Richard Branson et de la ministre Broten, FLICK OFF constitue un groupe dynamique de fondateurs : Environmental Defence, Virgin Mobile Canada, Roots, et MuchMusic, en plus des stations de CHUM Television, dont Citytv. « Depuis bientôt 30 ans, les gens se font dire que la crise est imminente », a lancé le Dr Rick Smith, directeur exécutif d’Environmental Defence. « Maintenant, nous la vivons et nous devons procéder à de profonds changements. En tant que père de famille, je veux contribuer à ces changements et je pense que plusieurs sont prêts à faire ce que les gouvernements et les entreprises n’ont pas eu le courage de faire. »

Virgin Mobile Canada aidera à diffuser l’information sur FLICK OFF via son site Internet et à l’occasion des Virgin Festivals de Vancouver et Toronto. « Chez Virgin Mobile, nous empruntons la vision mondiale de Virgin afin de voir ce que nous pouvons faire pour protéger l’environnement. Nous nous concentrons continuellement à faire des changements positifs pour le Canada. FLICK OFF nous donne vraiment la chance d’aider les Canadiens, ce qui inclut nos clients et employés, pour qu’ils puissent agir et faire une différence à chaque jour », a affirmé Nathan Rosenberg, chef du service de Marketing chez Virgin Mobile Canada.

MuchMusic fera également la promotion de FLICK OFF par de multiples façons en commençant par le lancement d’une annonce-mystère (un « teaser ») diffusée à compter d’aujourd’hui sur des stations rejoignant les Canadiens à travers le pays. Le soutien qu’apportera MuchMusic comprend aussi du contenu intégré à sa grille de programmation, tandis que le www.muchmusic.com proposera du contenu adapté conçu pour inciter les jeunes à passer à l’action.

« Cette campagne novatrice convient parfaitement à Much », a affirmé David Kines, vice-président au service de la musique et de la jeunesse pour CHUM Television. « De nouvelles études ont montré que les jeunes Canadiens se préoccupaient beaucoup de l’environnement, mais ils sentent également qu’il est trop difficile d’être éco-conscient. Much est fier de passer le mot à propos de FLICK OFF et nous sommes particulièrement impatients de permettre aux jeunes de faire leur part dans la réduction des gaz à effet de serre. »

Pour sa part, Roots lancera la ligne FLICK OFF, des vêtements faits de coton organique disponibles dans les magasins Roots à travers le Canada. Pour aider à amasser des fonds pour FLICK OFF, Roots vendra également des kits d’action et des bracelets FLICK OFF. Le kit d’action comprendra des autocollants, de petits prospectus, un pochoir, des bandes-anneaux et « Climate Change » de Shelley Tanaka.

« Les affaires peuvent faire partie de la solution », a affirmé Michael Budman de Roots. « Le premier pas à faire, c’est d’arrêter de dire qu’il s’agit d’un problème que quelqu’un d’autre doit régler. Nous sommes tous concernés! La prise de conscience fait partie de notre défi, des actions doivent être prises, et notre but est d’inciter le plus grand nombre de gens possible à visiter le site Internet de FLICK OFF pour qu’ils choisissent ensuite d’éteindre. »

À propos de FLICK OFF

FLICK OFF (www.flickoff.org) est un mouvement de lutte contre le réchauffement de la planète. Il s’agit d’un partenariat unique entre un groupe environnemental national, des compagnies, des médias, et le gouvernement : Environmental Defence, Virgin Mobile Canada, Roots, MuchMusic et le gouvernement de l’Ontario.

Pour plus d’information ou pour une demande d’entrevue avec l’un des partenaires de FLICK OFF, veuillez contacter Jennifer Foulds d’Environmental Defence, au : 416 323-9521, poste  232, ou sur son téléphone portable au : 647 280-9521.

Note aux monteurs photo :   Les photos accompagnant ce communiqué sont disponibles sur CNW.  
Note aux bureaux des affectations :   Les clips et séquences additionnelles seront disponibles à compter de mercredi, 25 avril, entre 13 h et 13 h 30 (heure de l’est).  
Coordonnées :  

• Bande numérique Anik F2 C, Transpondeur 3B 
• Sous-porteuse acoustique 6.2 et 6.8 
• Fréquence descendante 3820 vertical   

TOC:    CFA TX 1 

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Yikes. If a dude getting paid by George Bush says this, we are in serious trouble! What’s FLICK OFF all about?

Well, it starts with what Jim Hansen says. Time is running out. If we don’t curb greenhouse gases that cause global warming in a hurry, global warming is going to be a runaway train. Rising sea levels, floods, droughts, species extinction, tropical diseases – they’re going to become increasingly disastrous, and we won’t be able to stop them. Hundreds of millions of people are going to lose their homes.

This is sounding bleak, bleak, bleak! What are we gonna do?

We’re going to FLICK OFF, that’s what. If everybody flicks off – if everybody starts conserving energy – it’ll make a huge difference. Here’s why: we burn fossil fuels for energy. Burning fossil fuels releases huge amounts of greenhouse gases. And greenhouse gases, well, they came by their name honestly. They turn our super fabulous planet into a greenhouse. The biggest culprits? Coal for electricity. And oil for cars, trucks, trains, planes and ships.

Oh yeah. And one other thing – we waste energy like crazy. North Americans are the undisputed energy gluttons of the world. We use old, crappy, inefficient technology; we haven’t embraced wind and solar power; and we have the worst habits on the planet.

And this is good news?

Yeah, in a way it is. It means that if we clean up our act – if we start using better technology, and we stop wasting energy – we’ll make huge reductions in our emissions. In fact, it is easier and cheaper for North Americans to reduce greenhouse gases than anyone else in the world. It actually SAVES money.

So what’s stopping us?

Hey, you’re starting to get the picture. FLICK OFF. And tell everyone you know to FLICK OFF too. Tell your friends, family, neighbours, teachers, boss, elected leaders… tell anyone and everyone to FLICK OFF. The more you do it, the cooler it gets. The planet, that is.


A CRASH COURSE.

1.   Time is running out. The longer we wait to do something about climate change, the worse it’s going to get.

2.   Burning fossil fuels to create energy produces greenhouse gases.

3.   Greenhouse gases cause global warming.

4.   The two biggest culprits are coal (electricity production) and oil (transportation).

5.   Alternative energy is coming, but it’s a long way off. We need to buy time.

6.   The fastest way to reduce greenhouse gases is to conserve energy.

7.   Individuals, corporations and all levels of government need to FLICK OFF.

8.   This is the moral imperative of our time.

9.   Tell everyone you know to FLICK OFF.

10. But before you do, go FLICK yourself.

WHAT IT IS.

FLICK OFF is a global warming activism campaign to get individuals to lean on everyone they know to start conserving energy. The hub of FLICK OFF is www.FLICKOFF.org. It will feature: the causes, effects and solutions to global warming; links to climate change science; photography by the likes of Jesse Boles and Mark Coatsworth; regular blogs; forums; “Take Action” links to get government and businesses to FLICK OFF; links to enviro Web sites, green products and services, and eco news; branded clothing and accessories; an action kit; and downloadable flyers people can give to the people they want to FLICK OFF.

www.FLICK OFF.org will also feature a carbon calculator, so visitors can measure their carbon footprint and make pledges to reduce it.

FLICK OFF will be supported by guerrilla marketing, text messaging from Virgin Mobile, attire from Roots, promotion on MuchMusic and select CHUM Television stations, and environmental expertise from Environmental Defence.

WHEN PEOPLE COME TOGETHER, REMARKABLE THINGS HAPPEN.

Key Gordon is an ad agency in Toronto that specializes in all things enviro. A while back, they hatched an idea that would really bring energy conservation to the forefront of Canadian consciousness.

What if they created a social movement that got people to reduce their energy consumption? Isn’t this the most important thing Canadians can do to combat global warming? What if major Canadian companies and the government were involved? Could a social movement get Canadians to reduce greenhouse gas emissions on an unprecedented scale?

Key Gordon spent the winter writing and designing FLICK OFF. It wasn’t long before Environmental Defence offered to be the lead ENGO. Virgin Mobile leapt to the fore. Then two Canadian icons jumped on board: Roots and MuchMusic. There was a groundswell of guidance and support, including House of Anansi Press agreeing to publish a special FLICK OFF edition of the book Climate Change by Shelley Tanaka.

Spring rolled around, and the program took shape. The Honourable Laurel Broten and the Ministry Of Environment for Ontario lent their support. There were others, too. Butterfield & Robinson, Bullfrog Power, Andora Printing, NOW Magazine, Zoom Media and the Pembina Institute.

As Virgin says, “Global warming ain’t cool.” But people coming together sure is.