• by Fern Siegel , August 13, 2024

School attendance is badly impacted when students don't possess decent footwear.

Nashville-based nonprofit Soles4Souls launched its first North American campaign to highlight the problem.

"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%. That’s powerful,” said Steve Miller, executive creative director, Fuse Create, which developed the “Doors of Opportunity” campaign.

The 60-second spot runs in the U.S. and Canada.

It opens on a young girl going through her morning routine. Signs indicate her family is struggling financially. There are shots of frayed shirts and a nearly empty fridge. It then cuts to her putting on a threadbare pair of sneakers. As she approaches the door, she's stopped by a sign commonly seen in businesses: “No shoes. No shirt. No service.”

The goal is to raise awareness of the transformative power of footwear and clothing. The ad ends with a request for donations to Soles4Souls.org.

The campaign also includes social media, digital, OOH and influencer partnerships. The brand finalized an alliance with country singer Ashley Cooke, who will act as an ambassador to empower communities to support the mission.

"Our primary target is those aged 25-39, think young parents, urbanites, tech-savvy, passionate about social issues and value experiences over material possessions. Secondarily, we're looking to reach established professionals aged 40-65, with corporate influence and stability, established and are involved in the community," Miller told Agency Daily.

Soles4Souls turns shoes and clothing into educational and economic opportunities. Since 2006, it has donated more than 94 million pairs of shoes and pieces of clothing to people in 137 countries.