FLICK OFF ("flick off") is a Canadian advertising campaign launched by Key Gordon Communications. It is a movement to fight climate change by getting Canadians to use less energy.

Its sponsors include MuchMusic, Roots Canada, Environmental Defence Canada and the Government of Ontario. Some view this program as a continuation of the scrapped program One-Tonne Challenge in global perspective.

The motivation for the campaign is both to reduce energy consumption for its own sake and also with the aim of reducing carbon emissions to ultimately combat global warming.cite news|url=http://www.cbc.ca/news/story/2007/04/25/branson-climate.html|title=Flick Off site launched to promote emissions cuts|publisher=CBC News|date=2007-04-25|accessdate=2007-04-27]

The website associated with the campaign is aimed specifically at young Canadians. The website contains educational material about causes and consequences of global warming and strategies for reducing carbon emissions, and includes a "carbon calculator" called "One Less Tonne" to measure individual carbon dioxide emissions.

The website was launched by British entrepreneur Richard Branson and Ontario Environment Minister Laurel Broten in Toronto on April 25, 2007.

Choice of name

The choice of the campaign's name is intended both as a reference to a light switch (reflecting the energy-conservation theme) and the exhortation "fuck off". This deliberate ambiguity is reflected in the design of the "Flick Off" logo, in which the L and I in "flick" are designed to resemble a U, in the branded promotional items for sale as part of the campaign, and in the website which features phrases like "are we flicked?". The power symbol used as an "o" in "off" may also represent a raised middle finger.cite news|url=http://www.cbc.ca/consumer/story/2007/04/26/flick-off-campaign.html/|title=Critics want Ontario to 'Flick Off' campaign|publisher=CBC News|date=2007-04-26|accessdate=2007-04-27]

The choice was criticized by several Ontario opposition politicians. In speaking of the campaign, Peter Kormos of the NDP said "It's silly, it's embarrassing, and clearly it's an ad agency that has a bunch of flickin' amateurs as employees." Ontario premier Dalton McGuinty responded that "if people want to take offence at something, don't take offence at the "flick off" campaign. Take offence at the fact that we are, as a species, raising the temperature on our planet." [cite news|url=http://www.canada.com/topics/news/politics/story.html?id=0b254346-5f03-4d3b-898f-a490b9444b23&k=18924|title=McGuinty to critics of conservation campaign: Flick off|publisher=CanWest News Service|last=Lindgren|first=April|date=2007-04-28|accessdate=2007-04-30] Toronto Sun lifestyle columnist and Burlington city council candidate Marianne Meed Ward responded that the debate over words was the privilege of the rich and pampered. [cite news|url=http://www.torontosun.com/Lifestyle/Columnists/MeedWard_Marianne/2007/04/29/4139352-sun.html|title=Flick off, language police|publisher=Toronto Sun|last=Ward|first=Marianne Meed|date=2007-04-29|accessdate=2007-04-30]

See also

*Earth Hour


External links

* [http://www.flickoff.org Official site for the Flick Off campaign]
* [http://www.roots.com/new_canada/html/index_flickoff.shtml Flick Off] brand merchandise from Roots Canada
* [http://www.cnw.ca/fr/releases/archive/April2007/25/c8976.html Sir Richard Branson & Ontario Environment Minister Laurel Broten Headline Coalition to Fight Global Warming]
* [http://www.keygordon.com Key Gordon Communications]

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Look at other dictionaries:

  • flick off — phr verb Flick off is used with these nouns as the object: ↑light …   Collocations dictionary

  • flick off — verb a) To insult (someone) by showing them the back of ones fist with the middle finger extended. b) To masturbate (a woman) by flicking her clitoris with ones finger or fingers. Syn: give someone the finger …   Wiktionary

  • flick-off — /ˈflɪk ɒf/ (say flik of) noun the action of pulling a surfboard back from a wave before it breaks …   Australian English dictionary

  • flick — I. noun Etymology: imitative Date: 15th century 1. a light sharp jerky stroke or movement < a flick of the wrist > 2. a sound produced by a flick 3. flicker II,1 II. verb Date: 1629 …   New Collegiate Dictionary

  • Flick — may refer to:;Persons and characters* Flick family, an industrial family from Germany * Hans Dieter Flick, German football coach * Flick Shagwell, a porn actress * Tracy Flick, a character from the 1999 film Election * Herr Otto Flick, a… …   Wikipedia

  • flick — [[t]flɪ̱k[/t]] flicks, flicking, flicked 1) V ERG If something flicks in a particular direction, or if someone flicks it, it moves with a short, sudden movement. [V prep/adv] His tongue flicked across his lips... [V prep/adv] The man s gun… …   English dictionary

  • flick — flick1 [flık] v [Date: 1400 1500; Origin: From the sound of a light blow] 1.) [T usually + adverb/preposition] to make something move away by hitting or pushing it suddenly or quickly, especially with your thumb and finger ▪ Papa flicked the ash… …   Dictionary of contemporary English

  • flick — I UK [flɪk] / US verb Word forms flick : present tense I/you/we/they flick he/she/it flicks present participle flicking past tense flicked past participle flicked * 1) a) [transitive] to make something move quickly and suddenly, especially with a …   English dictionary

  • flick — flick1 [ flık ] verb * 1. ) transitive to make something move quickly and suddenly, especially with a quick movement of the hand: He flicked a speck of cigarette ash off his sleeve. flick something over/across/at/into/back/down etc.: She flicked… …   Usage of the words and phrases in modern English

  • flick — 01. The driver [flicked] his cigarette out the window of his car. 02. Can you [flick] the light off when you leave the room? 03. She [flicked] a coin into the beggar s hat as she walked by. 04. The child s glance [flicked] around the room full of …   Grammatical examples in English