The document discusses Greenpeace's campaign to encourage Apple to become more environmentally friendly. It describes how Greenpeace appealed to Apple customers' loyalty to the company and their ideals by launching an online campaign sharing stories of Apple's impact and calls to action. The campaign was effective, as people power began to bear fruit for Greenpeace's goal of influencing Apple to make environmental improvements.

1. Story Green My Apple Steve Bridger nfp2

2. www.flickr.com/photos/66025621@N00/449840024/ Steve Bridger

3. The Characters Apple Greenpeace

4. How do you frame criticism of Apple without smearing the community you most need to influence? The Challenge...

5. Greenpeace decided to use Apple's greatest strength – their customers’ loyalty

7. www.flickr.com/photos/giona/sets/72157601099650712/

8. “ People are the killer app of the web” Google’s David Glazer, March 2008

9. www.apple.com/hotnews/agreenerapple/ People power begins to bear fruit... 2 May 2007

10. Give people what they want – appeal to their ideals Trust them to do good & reward good contributions Reassure with language, tone and calls to action Old: Join us because we kick ass New: Join us because we want you to kick ass

11. Thank you

12. Download book for free at www.winners-and-losers-in-a-troubled-economy.com