TOMS is widely-known for their “one for one” sales model, where for each pair of shoes purchased, the company will donate a pair of shoes to a child in need. However, the company is expanding their charitable efforts so people can donate a pair even without purchase.
An extension of TOMS’ ongoing One Day Without Shoes campaign, fans of the company’s charitable philosophy can now simply post a photo of their bare feet to Instagram with the hashtag #withoutshoes, prompting the company to donate a pair to a child in need without the user even having to purchase a pair for themselves.
Blake Mycoskie, founder of TOMS, told Fashionista that he wanted to launch a true “charitable act,” enabling those unable to afford a pair of shoes to still affect an important cause.
The new initiative will end May 21.
View the campaign video below.