Toms’ One Day Without Shoes has a new twist. The brand is fêting its eighth year of the charitable campaign with a selfie spin: Instagram your bare feet with the hashtag #withoutshoes and Toms will give away a pair.
“This year’s One Day Without Shoes will be different than any we’ve ever done,” founder Blake Mycoskie said in a statement. “We’re extending the timeframe to build awareness and anticipation, but most importantly, so that more people can participate in an effort to give more. The best part is that even if someone is not a TOMS customer, he or she can simply take a photo and post #withoutshoes to make sure a child in need somewhere in the world will get a new pair.”
Until May 21, the brand is challenging consumers to participate on social media and has high hopes of donating 1 million pairs. No purchase is necessary, but only one Instagram post per person is permitted. To date, the hashtag showed over 99,000 posts.
Plus, the brand has received selfie posts from personalities like model Anne V, Editor Hal Rubenstein, Patti Stranger of “Millionaire Matchmaker” and the NBA’s Orlando Johnson.
Previously, the campaign had consisted of walks and events throughout the U.S. to raise awareness.