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Welcome, Guest [Sign In] June 2008 - Strategy Magazine
by Gariné Tcholakian True to form, Virgin Mobile Canada's Flick-Fest contest saw the lucky residents of one Canadian city rocking out to Juno award-winning acts in their own backyard - all in the name of going green. As part of Flick Off, a collaborative energy conservation effort by Virgin Mobile Canada, MuchMusic, Roots Canada, the Ontario Ministry of the Environment and the David Suzuki Foundation, the national competition challenged Canadians to reduce their carbon footprint both together and as competing communities. Entrants measured their current consumption and emissions by answering questions in an online "Carbon Calculator" and made online pledges to reduce them. The highest number of pledges per capita came from Estevan, Sask., a city of 10,000 known as the "energy city" because its major industries all focus on power generation. On May 30, the town enjoyed a carbon-neutral party sponsored by Virgin Mobile and the SaskPower Shand Greenhouse. Juno and MuchMusic Video Award winners City and Colour took the stage, joined by Black Lungs and Sleepercar. The festival came complete with all the green fix 'ems. The on-site recycling squad, dubbed the Green Angels, ensured that nothing that could be recycled made its way into the trash, while trees were planted to aid future carbon reduction for the entire community. Festival attendees could even hop on bicycles to power parts of the site. Jump to:New: Diamonds are a square's best friend Entertain: Dove's next act: real women on stage Entertain: Vancouver Film School channels potential students Entertain: The Gum Thief steals YouTube video glory Opportunity: Catching the ball and rolling with it Opportunity: Making fun wherever - and whenever - you can get it Empower: Maxwell House brews some good Empower: Schick and Rethink Breast Cancer break taboos Empower: Schick and Rethink Breast Cancer break taboos Tangible: 15 Below: Taxi takes up the cause Tangible: Fairmont tailors an olfactory experience Tangible: MTV spins ads into toys Quick Search
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