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.
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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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