In the annual campaign “One Day Without Shoes”, held by an American company TOM'S shoesThousands of people attended.
The action is designed to remind all residents of developed countries how badly children without shoes need to live in developing countries. The organizers believe that you can’t imagine anything better than your own experience for such reminders. That is why they invite participants to take off their shoes for one day (or at least for a few hours), feel the stones, asphalt and sand of a big city with their heels and share with the network community their thoughts on the need for shoes for everyday life. Participants can not only walk without shoes through the city jungle, but also give a pair of shoes to a barefoot child from Ethiopia or Cambodia. To do this, it is enough to buy a pair of shoes in those stores that have joined the action: having sold you one pair of shoes that day, the second store will be sent to a charity fund.
In 2010, during a similar campaign in 20 countries of the world, more than 1 million pairs of shoes were collected.
The idea of the action came from the owner of the company TOM'S shoes Blake Maykoski. Traveling in Argentina, Maikoski met with a group of local residents who collected shoes for low-income children. He was inspired by this experience and made a goodwill gesture international.
According to him, the action brings its dividends for business. First, consumers tell their stories - and they become the best market researchers. Secondly, it is easier for the employer to attract and retain employees, because people want to be part of something big and important. Thirdly, this is an excellent social marketing strategy for young entrepreneurs.
In many cities, store owners also joined the action. So, a shoe store Squash Blossom and bookstore Little Shop of Stories (Decatur, GA) offered 10% discount on purchases to those who come without shoes.