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By Published on .

Effort: Yellow Pages Get an Idea America Tour.

Marketer: Yellow Pages Advertising Council, Denver.

Agency: Martin Agency, Richmond, Va.

Twist: To help build awareness of its new positioning as an idea source, the Yellow Pages teamed up with Literacy Volunteers of America for a cause-related mobile marketing program. At stops in 23 cities nationwide, celebrities will participate in readings and will help recruit consumer volunteers to teach others to read. David Silberkleit of Empower Coaching will conduct impromptu "idea contests."

Vital statistics: The tour began June 15 in Boston with an appearance by James

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