TOMS is a social enterprise founded in 2006 by Blake Mycoskie. Mycoskie took a sabbatical to Argentina, where he witnessed children struggling without shoes: inadequate safety and education barriers. The company sells a wide range of products, from shoes, eyewear, apparel and handbags and its recent venture, coffee, in 2014. In 2019, Mycoskie switched to TOMS’ renowned approach, the One-for-One Model, where every pair of shoes purchased would mean giving a shoe to someone in need. TOMS evolved from this strategy to reach a diverse range of issues.

The company’s current operational model offers a third of its net profits through strategic partnerships with nonprofit organizations. These organizations are aimed at mental health, eradicating gun violence and opening doors to opportunities. Indeed, TOMS has consistently strived to ensure that making a positive social impact is as significant as producing high-quality products. With meaningful and sustainable partnerships, it has impacted more than 100 million people.

ChildFund

In 2012, TOMS partnered with ChildFund to give new shoes to needy children in Liberia. In Liberia, children are required to wear black shoes to school; however, numerous families cannot afford them. Thus, families with siblings share a pair of school shoes, each wearing a slipper on one foot and a school shoe on the other.

A “ChildFund study in 2010 estimated that 15% of school-aged children in developing countries have hookworm or another parasitic disease due to bare feet.” This partnership improves the children’s learning experience. It supports long-term access to education and health for these children, offering a step out of poverty. Thanks to TOMS and ChildFund, hundreds of Liberian schoolchildren now have school shoes.

Save the Children

With the One-for-One model, TOMS gave more than a million pairs of shoes and winter boots to children in various countries: Lithuania, El Salvador, Tajikistan and more. The distribution of shoes was part of a broader, holistic approach to improving children’s well-being through Save the Children’s wellness, dietary and educational services.

TOMS employees participated in events and trips to witness the behind-the-scenes of what it is like to give the TOMS shoes to the children. Save the Children leaders often speak at TOMS’s office events, cultivating the shared collaborative spirit. Employee engagement with TOMS and Save the Children was beneficial. It inspires employees to strive for the best quality products for the children.

Save the Children’s brand awareness widened when TOMS frequently displayed the brand to new crowds and trendsetters. Through digital advertising, TOMS would focus on spreading awareness about children in poverty in their flagship stores and partner with Save the Children to market its campaigns. During Hurricane Harvey, TOMS urged customers to advocate for Save the Children’s emergency fundraising efforts.

One Day Without Shoes Campaign

On 10 April 2010, TOMS “One Day Without Shoes (ODWS),” an idea developed in 2008 by students in Pepperdine University’s Surf Club, was commemorated to create awareness about the impact of not having shoes for underprivileged children worldwide. TOMS ensured that a pair of shoes would be donated to a child in need for every interesting photograph posted. By posting a photo of bare feet and using hashtag #withoutshoes, TOMS was able to garner a broad community to get involved and inspired.

A new pair of TOMS Giving Shoes was received by 296,243 children in need. This was achieved through the involvement of people in more than 30 countries. During the campaign, the community of 300,000 barefoot photos was eager to tag #withoutshoes to publicize the campaign.

World Mental Health Day, 2023

TOMS gives a third of its profits through cash grants to nonprofit organizations. On 10 October 2023, TOMS gave 10 “mental health-focused nonprofit organizations” worldwide $10,000 cash grants each. Wall of Sharing, Fundación Origen, International Medical Corps—Ukraine and Mentally Aware Nigeria Initiative—Nigeria are such organizations.

TOMS’ Commitment to Positive Change

TOMS has evolved from its original “One-for-One” model to a broader approach, focusing on sustainable change. Ensuring immediate needs and long-term improvements, the company has positioned itself as a leader in corporate responsibility. Indeed, the company has created a meaningful impact on communities internationally. Furthermore, strategic partnerships with ChildFund and Save the Children, cash grants to International Medical Corps—Ukraine and more have been instrumental to global communities by providing shoes to children in need or supporting mental health initiatives.

– Nalini Vj

Nalini is based in Perth, WA, Australia and focuses on Business and Good News for The Borgen Project.

Photo: Flickr