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A Costa Mesa, Calif., shop, Open Communications, has come up with a way to fuse social conscience with capitalism. The campaign it’s trying to sell to shopping malls would require merchants to donate a percentage of sales to local charities. One sample ad, for a shoe store, reads, ‘Now when you buy a pair of these, you help battered women stand on their own two feet.’ Trouble is, with the recession, the shop can’t get any takers, said OC’s co-principals Shelley Earvin and Lea Pascoe.
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