Creating Passionate Users reports on a new social media campaign from Greenpeace::

Greenpeace takes a novel, inspiring approach to a campaign to make Apple 'green'. Rather than attacking the company, it encourages Apple fans to get involved creatively as a way to "help" Apple design a "new, cool product." The first words on the main page of the campaign are, We love Apple.

• The campaign gives Apple inbound links / positive search results:
• The campaign taps into the passion of Apple's fan base rather than antagonizing Apple supporters -- leveraging that base to influence Apple;
• The page is designed enough like part of the Apple website to elicit a positive submlinial reaction from Apple fans; the visual branding elements are about Apple, not Greenpeace;
• The campaign is built on CGC - Consumer Generated Content;
• CGC campaign have great viral potential;
• The campaign is SOCIAL: it builds allies rather than burning bridges; it turns a foe into a friend; and it gives Apple and Greenpeace a way to win TOGETHER and save face.

Just imagine, running an activist campaign that draws in rather than offends and alienates your target community...

Working to make positive change? Here's a great model on how to do it right.