Soles4Souls conducts summer campaign
By Derek Winkler
Nashville-based charitable organization Soles4Souls has begun its first North American advertising campaign. The initiative, called “Doors of Opportunity,” was developed by Fuse Create of Toronto. It is intended to encourage summer donations of footwear and clothing in Canada and the US by illustrating how a pair of shoes can improve a person’s opportunities. The campaign includes a 60-second video in which a girl is reluctant to leave home in the morning in a worn out pair of shoes. The effort also includes social media, digital and out-of-home advertising, as well as influencer activities.
“In North America, 72% of children report that shoes are their greatest need, and when they receive a new pair, school attendance increases by 97%,” said Steve Miller, executive creative director at Fuse Create. “That’s powerful. Through this campaign we turned a well-known business sign on its head to highlight the issue, bring it close to home and demonstrate the dramatic impact proper shoes and clothing can have on people’s lives.”