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Daniel Sieberg was on the road in Ethiopia for CBS' American Spirit series. He told us about podoconiosis, a disease of the feet that afflicts as many as one million shoeless Ethiopians in the mountains around Soddo. "Prolonged exposure to the soil, which has got volcanic ash in it, aggravates the skin." The cure is as simple as a pair of shoes. Sieberg offered free publicity to Blake Mycoskie, the owner of Toms Shoes, which pledges to donate a pair for every pair it sells. A self-styled social entrepreneur, Mycoskie was in Soddo fitting his wares.
Not only was Sieberg publicizing Toms, he also performed a tiny bit of cross-promotion for his own network: "If he looks familiar, Mycoskie appeared with his sister on the CBS reality show Amazing Race in 2002."
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