Walking (barefoot) in their shoes

A great example of the power of Doing (vs. Saying) to inspire a movement and project your beliefs. Tom’s shoes, who is known for donating a pair of shoes to barefoot children in need throughout the world for every pair of shoes they sell, ran a programme earlier this month to encourage people to go one full day without shoes (dubbed affectionally ODWS) — to raise awareness of the cause they are championing.

They inspired over 1600 events worldwide and got over 250,000 people to participate, many of whom uploaded images and stories to their web, and donated shoes for needy and barefoot children around the world.

An inspirational example to demonstrate that empathy by our users, fans and advocates can sometimes be the best form of action our brand can undertake.