In considering how we might win improved policies from Apple, we knew one thing for certain: Apple might tune out Greenpeace, but they would never tune out their customers. Apple's famously loyal fan base was the one force on the planet that was guaranteed to get the attention of Apple CEO Steve Jobs.

So we decided this was to be a very different Greenpeace campaign, one in which we would turn over the reigns to Apple's customers. We would stand in the shoes of Apple fans, we would speak as fellow believers in the wizards of Cupertino, and we'd try to channel waves of Apple Love at corporate headquarters.

The result was the launch of the Green my Apple website in September 2006, the first words of which were, "We love Apple."

The site was designed to look like Apple's own site, with in-jokes that only Apple fans would get, and a single unifying theme:

"We love our Macs. We just wish they came in green."