PHILADELPHIA (CBS) — A campaign that encourages African-Americans to support African-American businesses launches in full tonight with a new online hub.

The “Reverse 90” campaign was created in response to a study indicating that 90 percent of African-American dollars go toward non-African-American-owned businesses.

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The campaign started by focusing on mobilizing African-American business owners to support the initiative.  But with tonight’s launch of, the Delaware Valley-based African-American Chamber of Commerce will connect directly with consumers by showcasing reputable African-American businesses.

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Nicole Giles is acting executive director of the Chamber.

“Now, when businesses join the Reverse 90 campaign,” Giles told KYW Newsradio, “they can be uploaded onto the web site in real time, so when the consumer goes to the web site they’re always getting the most up-to-date list with the most up-to-date value proposition from each business.”

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Reported by Karin Phillips, KYW Newsradio