Popeye's going to need a good few cans of the green stuff - But it's not spinach that he'll need. The best thing to fight Climate Change is New Green Energy, and buckets of it. Every bit of New Green Energy hits Climate Change where it hurts - right in its Carbon emissions!

Ecotricity was founded with the express mission of fighting Climate Change by changing where electricity comes from. Conventional electricity generation is responsible for over 35% of the UK's carbon dioxide emissions. The only way to change this: build new renewable capacity - New Green Energy.

Popeye joins a whole host of names also committed to Ecotricity's mission. Fashionista Stella McCartney, organic goddess Jo Wood, supermodel Jerry Hall and sustainable design guru Kevin McCloud are amongst those who have already joined the battle.

Ecotricity are planning a national advertising campaign using the loveable 1930s character. "It's less of an advert really than a statement, something to get the attention of people, but with a serious message despite its non serious approach. We need to fight Climate Change as if it was a deadly enemy - because it's real. It's the biggest threat we face in the world today and I'm glad to say growing numbers of people are starting to recognise this." said Dale Vince, MD Ecotricity.