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Flick Off global warming awareness campaign begins

CHUM Television has begun a campaign intended to raise awareness of global warming. The national campaign, called “Flick Off,” is being conducted in association with Environmental Defence, Virgin Mobile Canada, Roots Canada and the Government of Ontario. The campaign encourages Canadians to conserve energy in order to reduce carbon emissions. The television component broke yesterday with a 15-second commercial on MuchMusic and Citytv stations nationally. The ad, produced in-house, depicts three situations in which energy use could be reduced: an idling car, an unattended computer and a burning light bulb. The ad uses the copy, “Tell everyone you know to Flick Off.” The teaser ad will be followed by additional promotional materials over the next several months. “Flick Off is a natural fit for MuchMusic,” said David Kines, vice-president of music and youth services at CHUM Television. “MuchMusic has a long history of covering issues that are important and relevant to youth. Now, we’re delivering arguably the most important message of our time. We’re eager to use our multiple platforms to inspire Canadians to get serious about curbing their energy and natural resource consumption.” Virgin will support the campaign at its music festivals in Vancouver and Toronto, as well as through text messages. Roots will sell a branded line of clothing and word-of-mouth kits containing stickers, stencils and flyers. A website for the initiative has been constructed at <>.

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