• The Wall Street Journal , Monday, July 21, 2008 10:30 AM

A few weeks ago, Virgin Mobile invited people over 18 to send videos of themselves undressing. For each video posted in the "Strip2Clothe" promotion, it agreed to donate a new piece of clothing to nonprofit groups that help homeless youth. The campaign quickly drew criticism from people worried that it would attract underage strippers, and some nonprofits that work with homeless teens said they weren't comfortable with the stunt.

In response to the outcry, Virgin Mobile is giving the campaign a facelift, renaming it "Blank2Clothe." Instead of taking their clothes off, viewers are asked to do anything they want -- juggling, singing or standing on their heads, for example -- to trigger views and therefore, more clothing donations.

Bob Stohrer, Virgin Mobile's marketing chief, says the revamping is a response to some of the criticism, particularly from the partner homeless organizations that lent their names to the cause. "A lot of people think there are two solutions to a challenge like this: To fold or to press on," he say. "We actually think that listening to the feedback and reacting is probably a third and better solution."

Read the whole story at The Wall Street Journal »