This new entry by Greenpeace into the realm of spoof writing works well for at least two reasons. First, it's writing that is public and relevant--geared toward evoking action and tied in with the currents of culture that hold purchase in the attention economy. The way the Web site borrows from Apple prefectly employs design cues to further its message, and in a sense refracts back on the Apple Web site with the message that beneath the slick polish all might not be as it seems.

Second, if you click on the ProCreate tab, you can see that the Web site makes explicit calls for participation from new media writers.

The only limitations are please use the logo provided, a positive campaign message and the website URL somewhere in your video.

• Large Green Apple logo.
• Download our footage from the e-waste yards in China (67MB) and India (34MB). These files are large Quicktime files for editing only. Here are our videos suitable for viewing.
• Large photos you might want to use.

If you want to send us a video, publish it on any popular video sharing site and send us the link. We'll feature the best videos here on the site. But some of them we'll only share with you first by e-mail, so be sure to sign up.

What strikes me about the Greenpeace campaign is the way its Web 2.0 savvy overlaps with a lot of what we know about teaching writing. Enlisting the Web community to help create the campaign materials represents not only a smart trend in work-sharing, but a gesture that de-centers the production of knowledge. Providing free-to-use footage also represents a kind of teaching gesture--it gives writers raw materials from which to begin creating compositions. Finally, inviting writers to share their material through community video portals and offering to post on the Greenpeace site some of the videos closes the loop--it adds the element of publication to the writing process.