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March 7, 2010; TakePart | In the new corporate style advertising, American Express is using the Oscars to launch TakePart, its new effort in philanthropy. There will be two ads featuring Geoffrey Canada of the Harlem Children’s Zone and Yvon Chouinard, founder of Patagonia. They will be advertising three ways TakePart and AmEx can help you “make a difference”. One: Vote once a week for your favorite charity. Every three months, the five charities with the most votes will each receive $200,000 donations from American Express. Two: For every hour you volunteer, Members Project will give you 500 Membership Rewards points. And three: Donate anything from $5, to monthly recurring donations to a charity of your choice. It will be interesting to see if this big stage and new platform for giving will indeed make a difference or be cast in a minor supporting role to traditional philanthropy as we know it.—Aaron Lester