To celebrate the company’s ninth anniversary, TOMS founder Blake Mycoskie has decided to donate a million new shoes to those who don’t have them via non-governmental organizations like Unicef and Save the Children. Blake is using the online photo sharing platform Instagram to promote their 16-day campaign One Day Without Shoes in an effort to raise awareness for children’s health and education.
From May 5 to May 21, Instagram users are encouraged to click a photo of their bare feet and tag it with the hashtag #withoutshoes. For every Instagram photo of bare feet tagged, TOMS will give their signature slip-on shoes to a needy child.
“We’re extending the timeframe to build awareness and anticipation, but most importantly, so that more people can participate in an effort to give more. The best part is that even if someone is not a TOMS customer, he or she can simply take a photo and post #withoutshoes to make sure a child in need somewhere in the world will get a new pair,” Blake told Business Insider.
The footwear brand is known for its buy a pair, give a pair philosophy – for every pair of TOMS shoes purchased, the company donates one pair to a person in need. To date, some 38 million pairs of TOMS shoes have been given away in 65 countries. With this new campaign, the company is making it possible to donate without purchasing a pair of TOMS shoes that cost between $48 and $78.
To celebrate our birthday, we’re making it even simpler for you to give. Post a picture of your bare feet to Instagram,…
Posted by TOMS on Tuesday, May 5, 2015
“By leveraging Instagram, we can really make this a participatory event globally. This isn’t just about advocacy and giving based on your buying. It’s about real giving for giving’s sake,” Blake said.
According to Blake this is a sustainable business model. High margins in the footwear industry help big brands pay for advertising campaigns, celebrity endorsements and branded shops; TOMS uses them to donate free samples.
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