- Vivian Hendriksz |
Best known for its charitable initiative 'One for One' which sees a one pair of shoes donated for every product purchased, lifestyle label Toms has decided to make it even easier for the public to give shoes to those in need.
From May 5 to May 21 Toms will donate a pair of shoes to a child in need for every photograph of bare feet uploaded on Instagram with the tag #Withoutshoes. The new initiative is part of the labels One Day Without Shoes campaign, which is currently in eighth year and asks consumers to spend one day or part a day without shoes in order to spread awareness of the importance of footwear.
"We believe in creating a world where we live for one, another. This year on One Day Without Shoes, we're honoring your commitment to raising awareness for children's health and education," said the company on the campaign. "For every photo of bare feet tagged on Instagram, we'll actually give a new pair of shoes to a child in need - no purchase necessary."
Toms is encouraging its online followers to tag their friends on Instagram to do the same. The label has committed to donating up to one million pairs of shoes through the online initiative and will be sharing the total number of shoes given on May 21. The idea for the initiative stems from Toms founder Blake Mycoskie, who was looking to launch a "charitable act."
Being aware that not everyone can afford to buy something from Toms, Mycoskie wanted to give people the chance to do something good without having to purchase something first. "We'd rather spend our money doing more good rather than traditional advertising," said Mycoskie to Fashionista.