5.19.2008 - 08:17am ET

(CSRwire) MIDDLEBURY, VT - Most numbers in and of themselves are arbitrary; but there are some that hold significant consequence. While the number "350" may not be immediately recognized as a number particularly connected to our planet's future, that is changing. Top scientists conclude that to keep the planet relatively safe, the amount of carbon dioxide in the atmosphere needs to be reduced to 350 parts per million (ppm). Brighter Planet is kicking off the 350 Challenge to help jumpstart leading environmentalist Bill McKibben's international awareness campaign.

"We just need to stop putting more carbon pollution in and, over time, the number will fall, perhaps fast enough to avert the worst damage," says Bill McKibben. "Then, we need to step up to the biggest political and economic task we've ever faced: weaning ourselves from coal, gas and oil."

Atmospheric carbon is currently 383 parts per million. "The fight against global warming cannot be won alone. The blogosphere can play a pivotal role to spread the word and make 350 a number whose significance is known to people everywhere," says Patti Prairie, CEO of Brighter Planet. "Each blogger who gets the Brighter Planet 350 Challenge badge and reaches out to their readers makes a difference."

Brighter Planet's 350 Challenge makes it easy and compelling. For the first 350 bloggers to download and post the 350 Challenge badge from http://350.brighterplanet.com, Brighter Planet will donate money to help support clean energy projects and offset 350 pounds of carbon emissions on behalf of each blogger, each badge the equivalent of taking a car off the road for 10 days.

Brighter Planet's 350 Challenge officially launches May 21, 2008, with Bill McKibben sparking action and awareness via a blogger-roundtable podcast. McKibben will address the scale of solutions to global warming to reach the goal 350 ppm. Bloggers, with their amazing reach to communities of like-minded individuals, are encouraged to write about the podcast, post it for their readership, and download the 350 Challenge badge to declare their support.

About Bill McKibben:

An American environmentalist and writer who regularly addresses the pressing issues of climate change. Beginning in the summer of 2006, McKibben led the organization of Step It Up 2007, the largest demonstration against global warming in American history. Most recently occurred was the publication of The Bill McKibben Reader, a collection of 44 essays written for various publications over the past 25 years. For more information on Bill McKibben, visit www.billmckibben.com.

About Brighter Planet:

A socially responsible company, Brighter Planet offers innovative products and services to help create a sustainable future for the planet and its people. Having successfully launched the Brighter Planet(TM) Visa(R) Credit and Check Cards, along with event offsetting services, Brighter Planet is empowering individuals and businesses in the fight against global warming. For more information on Brighter Planet, visit brighterplanet.com.

For more information please contact: