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Story Green My Apple Steve Bridger nfp2
www.flickr.com/photos/66025621@N00/449840024/ Steve Bridger
The Characters Apple Greenpeace
How do you frame criticism of Apple without smearing the  community  you most need to influence? The Challenge...
Greenpeace decided to use Apple's greatest strength – their customers’ loyalty
 
www.flickr.com/photos/giona/sets/72157601099650712/
“ People are the killer app of the web” Google’s David Glazer, March 2008
www.apple.com/hotnews/agreenerapple/ People power begins to bear fruit... 2 May 2007
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
Thank you
Download book for free at www.winners-and-losers-in-a-troubled-economy.com

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Green My Apple 1