Wondering why your social media feeds are suddenly flooded with pictures of bare feet (even more so than usual)? Look no further than TOMS Shoes. The California-based footwear brand donates a pair of shoes to a needy child with every sale, but today, the company is ramping its charitable efforts up a notch with the annual TOMS One Day #withoutshoes challenge.
For every person who posts a picture of their shoeless feet on Instagram along with #withoutshoes, TOMS will give a new set of kicks to a child in a developing nation. By the end of the social media challenge, the company hopes to have distributed 100,000 of their signature slip-ons to kids in 10 countries around the globe (including India, Ethiopia, and Peru).
Want to participate? Simply snap a picture of your bare feet, add the hashtag #withoutshoes, and share it on Instagram. (While you’re at it, tag your friends so they can also participate.) Keep in mind, however, that there are two ground-rules: Your Instagram profile must be public, and participants are limited to one photo per person.
Need some inspiration? Check out the shots below, which were submitted to this year’s campaign.