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. Maybe they’d have an easier time selling something along the lines of, say, an appearance by Luke Perry.
Copyright Adweek L.P. (1993)