British Columbia's new slogan "The Best Place on Earth" is embarrassingly arrogant; therefore, it must be changed as soon as possible.

This slogan is at the extreme of egotism; it is not sensible to portray British Columbians this way.

Vainglory aside, the slogan is vague and mostly meaningless because the criteria for such a claim are highly subjective.

Millions of people tour British Columbia annually, and as the 2010 Winter Olympics approach, an ever increasing number of eyes will turn towards B.C. They will encounter this presumptuous and distasteful slogan.

The slogan establishes an "us versus them" mentality, thus it is unfriendly. Visitors confronted with this shockingly pretentious slogan will be put off and insulted. They will wonder what is indirectly being implied about the rest of the places on Earth, including the places they come from and undoubtedly admire.

As well, this slogan is equally unkind towards Canada's territories and other provinces. For the residents of B.C., it may develop in them an elitist mentality.

It is important to face this reality, cut the losses, and come up with a new slogan quickly. We need a modest, sensible, and friendly slogan, like the previous provincial slogan "Beautiful British Columbia."

There is an important distinction between well founded pride and conceit.

We the undersigned demand that changing the slogan "The Best Place on Earth" be initiated immediately.