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Sears launches online charity project


Hoffman Estates, Ill. -- Sears Holdings Corp. said Wednesday it has launched a new online charity project designed to parlay customer opinions into charitable contributions.

The project, called “Love/Hate: Share Your Thoughts, Send Some Love,” allows customers to review a product in order to vote for one of four charities. The participating charities competing for the grand prize of $100,000 include the American Cancer Society, St. Jude Children’s Research Hospital, World Vision and World Wildlife Fund.

“Customer opinions are important to us at Sears. Good or bad, we want to encourage our online community to share their thoughts on our products,” said Adriana Llames, division VP social media marketing for Sears.

Through June 28, Sears customers will share opinions on Facebook at, and every two weeks the retailer will make a contribution to one of the four charities, with the final grand prize charity receiving a $100,000 contribution that will be announced on Sears Holdings’ Shop Your Way social commerce site at

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