Flick off. That’s what we’re being told to do by a new campaign being driven by Richard Branson.

Virgin-founder Branson announced yesterday the launch of this new program whose goal is simple, to communicate the message that 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 the website 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.

Branson hopes the Canadian chapter is just the beginning - he hopes Flick Off will go global.

And of course, the name Flick Off has politicians ticked off. How predictable.