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Toms Launches Instagram Campaign to Promote One Day Without Shoes

Show the world your feet for a good cause. That’s the call of action Toms is asking to show support for One Day Without Shoes, the day organized by the shoe brand to raise awareness of children’s health and education issues.

On May 10, Toms will give away a pair of shoes for every unique photo of bare feet, or of Toms, shared on Instagram using #withoutshoes, up to 10,000 shoes for 10 different countries. The brand is encouraging participants to tag friends to join the social media campaign.

The brand is partnering with Children’s International for a third year to distribute shoes to children in need. Children’s International is a U.S.-based humanitarian organization focused on ending poverty by helping youth. By the end of 2016, the partnership will have resulted in more than three million pairs of Toms Shoes being distributed across the world.