Staples to help get back-to-school supplies to needy children

07/14/2009 | NYTimes.com

For the second consecutive year, Staples is teaming with nonprofit group Do Something for a cause-marketing campaign to encourage its customers to donate the 11 "most-needed" school supplies to children who can't afford them. This year's edition of Do Something 101 is being promoted in large part by a major social-media effort developed by Mr. Youth that includes a virtual backpack that can be exchanged among Facebook users and a contest with a top prize of a trip to New York to meet the singer Ciara.

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