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.
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Write to Noah Rayman at noah.rayman@time.com