Doors of Opportunity

Non-profit Soles4Souls asks North Americans to walk in its recipients’ shoes

The national awareness campaign from FUSE Create shows how a simple pair of shoes can open the door to opportunity, hope, education, and a future

As anyone who has ever walked into a room wearing a cool pair of kicks can attest, a good pair of shoes can help a person feel not only comfortable, but confident and ready to take on the world.

However, the sobering fact is that nearly three-quarters of North American children say that shoes are their biggest need, and not owning a good pair of shoes has been proven to negatively impact school attendance.

To promote the idea of equitable footwear for everyone, Nashville non-profit Soles4Souls is hoping to promote awareness and donations with its first-ever North American campaign. Developed by Toronto agency FUSE Create, “Doors of Opportunity” is built around the shopworn store saying “No shoes. No shirt. No service,” and demonstrates the transformative power of providing footwear and clothing for those in need.

Anchored by a 60-second video, the campaign demonstrates how proper shoes and clothing helps turn “No” into “Yes,” while opening the door to opportunity, hope, education and a future for vulnerable children, youth, and adults.

The spot opens on a young girl waking up and going through her morning routine, with subtle but unmistakable signs that her family is struggling financially. There are shots of her meagre collection of torn and frayed shirts and the nearly empty fridge. The spot then cuts to her putting on a threadbare pair of sneakers. As she prepares to leave her house, she is stopped by a sign on her door that reads “No shirt. No shoes. No opportunity,” a spin on the signs commonly seen at businesses.

As she hesitates at the threshold, a super appears on screen: “Proper shoes and clothing can increase school attendance by 97%,” and urges viewers to “Help turn no into yes and give kids in need a brighter future.” The spot concludes with a close-up shot of the girl confidently stepping outside in a new pair of sneakers, accompanied by a request for donations at Soles4Souls.org.

“We know that a new pair of shoes can have a profound impact on a child's life, especially as they prepare to return to school,” says Buddy Teaster, CEO and President of Soles4Souls. "It may seem simple, but the power of a pair of shoes is a step towards a brighter future for someone in need.”

The first phase of the campaign, which debuted on July 22, uses a media mix that includes a robust social media buy, digital, OOH and influencer partnerships. Campaign elements will also be leveraged at donation drives in Canada and the US this summer. A second phase of the campaign will launch later in the year.

"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, ECD at FUSE Create. “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.”