Despite Coldplay's worldwide popularity, the band has remained protective of how their music is used in the media, refusing its use for some product endorsements. In the earlier years, Coldplay turned down multimillion-dollar contracts from Gatorade, Diet Coke, and Gap, who wanted to use the songs "Yellow", "Trouble", and "Don't Panic" respectively. According to lead singer, Chris Martin, "We wouldn't be able to live with ourselves if we sold the songs' meanings like that." The song "Viva la Vida" was featured in a commercial for the iTunes Store, advertising its exclusive availability of the single as a digital download on iTunes. Additionally, Chris Martin appeared at an Apple Inc. Special Event on 1 September 2010, playing a number of songs, and also thanked Apple for their assistance in marketing "Viva la Vida". Coldplay supports Amnesty International. Martin is regarded as one of the most visible celebrity advocates for fair trade, supporting Oxfam's ongoing Make Trade Fair campaign. He has been on trips with Oxfam to assess conditions, has appeared in its advertising campaign, and is known for wearing a "Make Trade Fair" wristband during public appearances (including at Coldplay concerts). The band were also filmed for Make Poverty History, clicking their fingers.