By Noah Rayman
Toms wants you to Instagram your feet—just make sure you’re not wearing shoes.
The footwear company will offer a pair of shoes to a child in need in exchange for each photo (one per person) of bare feet that is posted to Instagram between May 5 and May 21 with the hashtag #WITHOUTSHOES. Up to 1 million pairs will be donated; by Tuesday evening, the hashtag had more than 31,000 posts.
The initiative is part of its eighth annual One Day Without Shoes campaign. The total number of shoes it will gave away will be announced on May 21.
More Must-Reads from TIME
- Welcome to the Noah Lyles Olympics
- Melinda French Gates Is Going It Alone
- What to Do if You Can’t Afford Your Medications
- How to Buy Groceries Without Breaking the Bank
- Sienna Miller Is the Reason to Watch Horizon
- Why So Many Bitcoin Mining Companies Are Pivoting to AI
- The 15 Best Movies to Watch on a Plane
- Want Weekly Recs on What to Watch, Read, and More? Sign Up for Worth Your Time
Write to Noah Rayman at noah.rayman@time.com