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Thursday May 03, 2007
Greening Apple
Imagine winning a Webby Award, and it being only the second best thing to happen to you that week.
That's the happy circumstance for the people behind Greenpeace's Green My Apple campaign.
On Monday they won the Activism Webby for their site which, parodying Apple's look and feel, attacks the company for using "hazardous substances that other companies have abandoned". It's actually quite a straightforward campaign, but because Apple's branding is so strong, hijacking it is very effective.
Greenpeace was pleased with the award, yet, as they said: "It's a victory that has a bittersweet taste, in that the Webby Awards celebrate a world made possible by the very electronics industry which our e-waste campaign is challenging, and which our Green my Apple project is but a part."
However, by Tuesday there was reason to be more cheerful. Apple announced a shift to a greener policy that, while not everything that Greenpeace has asked for, did represent significant progress.
Posted by Tom Green ( 10:45 AM ) Link to this post Comments[0]
