Toms launches One-Day initiative

Toms popular One Day Without Shoes initiative has encouraged shoppers to post photos of their feet with the hashtag #withoutshoes. Each photo taken counted toward giving 100,000 pairs of shoes to children in 10 different countries.

Now, the company has launched a new initiative, the One-Day Initiative, where they are encouraging people to figure out which of the six Toms Gives they relate to the most.

For One Day, which will be taking place on May 12, Toms is giving customers three ways to participate and give back. Options include purchasing a limited-edition Give-Pin, using Toms digital stickers in iMessage and wearing colors associated with each act of giving. Red symbolizes giving shoes, blue is for providing regions with safe drinking water and purple is for giving women access to safe births.

Participants are encouraged to use #Toms when posting on the 12.

“We celebrate this day as a major brand moment to engage our Toms tribe and educate them on how we use business to help improve lives,” said founder Blake Mycoskie to WWD. “We are continuing the conversation while also bringing awareness to all the ways in which Toms gives — shoes, sight, safe water, safe birth, solar light and bullying prevention. We are asking our community to stand with us as we help those in need."

photo: via Toms Facebook