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Former BBH U.S. chairman Cindy Gallop gave Wired a sneak peak of her new venture. She's planning to launch IfWeRanTheWorld.com, a Web site to help people organize do-gooder projects. The idea is to use social networking to turn altruism into action on a big scale. Rather than just join a Facebook group to align with a cause, users will be asked to actually do something to effect change, bit by bit. And yes, there's an advertiser angle.
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