Footwear brand TOMS Shoes is well-known for its social good efforts, and the brand recently put together a challenge campaign that prompts consumers to share barefoot pictures of their feet on social media using the caption #withoutshoes. For every pictured shared, the brand promises to donate a pair of its canvas shoes to children in need. The campaign is part of the yearly TOMS One Day project that aims to provide children living in poverty with footwear.
The campaign is launched through social media and it capitalizes on the popularity of taking photos of one's feet in different settings. This makes the campaign user-friendly, allowing consumers to play around with layout and style to suit their own feeds. TOMS aims to send 100,000 shoes in total to 10 different third world countries.