Dale Vince welcomes Gordon Brown to office with a characteristically cheeky ad in the Guardian

The green Union Jack that took up the majority of the page is a symbol Dale wants us to take to our hearts - a national emblem for change. "The New Green Union Jack symbolises that change; a change in attitude, a positive new green energy ambition, and a new unity. Britain can come together if we focus on our common cause, it's called climate change."

But, according to Vince, it's not a protest symbol. "We love the old Jack, this is more about activism, it's about refocusing ourselves on the future and taking positive action to make sure we have one."

Dale today launched a new website www.dalevince.co.uk where he sets out his manifesto for a future free from carbon; "A new era, beyond carbon, driven by a second industrial revolution, fuelled by sustainable energy and completely carbon free, it's a target as well as an ambition - our idea is a world free of man made carbon by 2050. Welcome to ZERO."

About Ecotricity

Ecotricity were the first 'green' electricity company in the world, it pioneered the concept of making green electricity available to homes and businesses, back in 1995 when climate change was a little known concept. Ecotricity continues to innovate and lead the way in green electricity retail and in wind turbine development. Ecotricity is the UK's leading independent electricity company, supplying homes and businesses across the country.

Ecotricity believes that only by continuously building new sources of green energy can we make a real impact on the root causes of climate change in the UK. By changing where our electricity comes from we can tackle the UK's biggest single source of climate change.

Using existing cables and meters Ecotricity can supply any home or business in mainland UK. It also guarantees, for many, to match the standard price of every regional supplier in the UK (known as the Big Six) so switching to green energy needn't cost more. Something Ecotricity calls 'green for the price of brown'.