Branson tells Canada to "Flick Off", save energy

TORONTO (Reuters) - British billionaire Richard Branson promised a music festival prize on Wednesday to the Canadian community that does the most to cut its greenhouse gas emissions in an environmental challenge called Flick Off.

Branson, an entrepreneur who has already promised to channel profits from his Virgin Group business empire into the fight against global warming, said the contest was designed to encourage individuals to cut energy use.

"Because we know that everybody loves a challenge, there is a reward for the community that can make the biggest cut in their emissions," he said, promising more details of the prize in coming weeks.

Participants can visit the Web site www.flickoff.org to calculate their carbon footprint, get eco-friendly tips and order Flick Off branded clothing, with an edgy logo where the L and the I of the first word curve together to suggest a naughtier message.

The program launched in Canada, but Branson, head of the Virgin Group of music, telephone and airline businesses, said he hoped it would eventually go global.

"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," he said. "Flick off is to inform, challenge and inspire people to be concerned and to give them a tool to take action."