In a twist on "name and shame" campaigns that have been utilized in the past to publicly identify sex offenders, drunk drivers, deadbeat dads, and others, Greenpeace has launched the Cool IT Challenge, which ranks CEOs of IT companies on what they do to deliver green technology versus what they could do. In other words, Greenpeace is ranking the companies on words versus action.

How'd they do? IBM's Palmisano and Sun's Schwartz tie for the top positions, but it's not much to write home about, with a score of 29 out of 100 possible points. Bringing up the bottom rankings are a slew of Japanese CEOs, including Sharps' Machida with 5 points and Toshiba's Nishida with 2 points.

Registered users are encouraged to email and tweet the CEOs to increase public pressure on them to do more to deliver environmentally friendly solutions. To see more on the criteria Greenpeace uses, and the results, head over to the Cool IT Challenge website. We'll see if public shaming (and praise) has any effect on these tech titans.