I’m sure “ASU’s Day Without Shoes” event has popped up on your newsfeed. If it hasn’t there is most likely one or more of your friends on Facebook who were invited. This event was designed to promote TOMS, a shoe company made famous by their charitable efforts. TOMS’ slogan is “with every pair you purchase, TOMS will give a pair of new shoes to a child in need. One For One.”
Their new “One Day Without Shoes” campaign was designed to be picked up by communities, cities and college campuses around the world, so people can know what it feels like to not have shoes. The company has received an overwhelming amount of support for their good work, and were even featured on a national AT&T commercial.
Not to say that TOMS didn’t do any traditional advertising and public relations, but AT&T, one of the largest wireless phone companies in the world, featured them in a national commercial that told what TOMS shoes did for less fortunate children. That is more than any business could ask for, and I think their public relations approach and strategies are so unique and amazing. In fact, one blog about teaching PR wrote a post last year about this annual event and how she had received a n e-mail pitch about “One Day Without Shoes.
In this tough economy, where businesses are struggling to stay afloat financially, TOMS is thriving. This shows that people do really care about others less fortunate than them, and TOMS is a perfect example of a genuine company who is sincere about helping others. They are essentially giving away 50% of their inventory, and those actions alone are what got so much media attention.