Toms, an L.A.-based footwear company, is encouraging people around the world to go barefoot for a cause. On April 29, the company is holding its seventh annual One Day Without Shoes to raise awareness about children’s health and education.
“Our objective is to start a conversation,” said Toms founder Blake Mycoskie. “Children lacking access to education and good health struggle to break the poverty cycle for themselves, their families and their communities. With the complex issues surrounding poverty, there is not a single solution, but many working together. We believe that shoes play an important role in helping keep children healthy, educated and moving toward opportunities for a better future.”
The event started on a college campus seven years ago and now sees participation from thousands across the globe. “I think it grew so quickly because we’re not asking you to buy a pair of shoes, we’re saying simply, ‘take yours off,’” said Mycoskie. “So companies, schools, associations and community groups can all get involved. It’s something simple that is feasible for everyone. Even if you can’t take your shoes off during work or school, there’s bound to be one part of your day that you can spend barefoot.”
To promote the event, Toms – which uses a business model whereby a pair of shoes is donated to a child in need for every pair purchased normally – is focusing on social media by hosting barefoot “InstaMeets” on Instagram. The company is encouraging people globally to take a barefoot photo and tag #instameet and #withoutshoes. Canadians can also tag #TOMSCanada.
In Canada, PR is being handled by Toronto-based Rock-it Promotions, which was named PR agency of record for Toms in December.
Rock-it Promotions executed a series of PR and social media tactics to spread the word about One Day Without Shoes, including issuing a press release to media across the country, asking TV show hosts to appear on-air without shoes, and sending an e-blast asking people to share a photo of themselves taking a barefoot break on various social media platforms.
“People love taking photos and sharing them on Instagram, Twitter and Facebook, so why not take a picture that raises awareness of an important issue?” said Ashley Ballantyne, director of communications at Rock-it Promotions. “There are millions of kids who don’t have proper footwear, exposing them to injury, infection and debilitating disease. Shoes, and boots for that matter, are something we can take for granted in Canada.”
