Toms is once again gearing up for its annual “One Day Without Shoes” campaign, set to kick off on May 5 and running through May 21.
During that time, for every person who posts their bare feet on Instagram with the hashtag #withoutshoes, Toms will donate a new pair of shoes to a child in need, up to a million pairs. Participation is limited to one photo per person via Instagram.
This year marks the eighth anniversary of the campaign, which was kicked off by an idea developed by a group of college students at Pepperdine University and has evolved into an international initiative. According to Toms founder Blake Mycoskie, the event is also meant to spread global awareness of children’s health and education issues, and how a pair of shoes can impact both.
In the past, the initiative has received support from the celebrity world. Past participants have included Kristen Bell, Dianna Agron, Brooklyn Decker and Jaime King.
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Leading up to the kickoff, schools — including Jacksonville State University and Wichita State University — is bringing students together in to raise awareness and support for the cause, with campus activities such as barefoot relays, crafts and scavenger hunts.