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As world events grow more volatile, the American Committee for the Weizmann Institute is running print ads that target people who, more than ever, want to feel as though they can make a difference.
The five ads, by Oxygen in New York, aim to tap into the do-good urge felt by many since 9/11 and to battle a dip in charitable giving that has accompanied a U.S. recession.
“The ads are a little more poignant, a little more in tune with the way people are thinking,” said Tony Benjamin, agency president.
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