Keeping up with its tradition of giving back, popular footwear brand TOMS is launching the #BeShady social media campaign on Thursday, October 10th to raise awareness for World Sight Day. Through #BeShady, TOMS is inviting people all over the world to wear sunglasses in an unlikely indoor setting (like in a restaurant, at the gym, etc.) on October 10th and share a photo via social media using the hashtag #BeShady.
There are around 285 million people in the world who are visually impaired or blind, 2/3 of them are women? In some cases, the visual impairment starts in the childhood and CAN BE PREVENTED with early intervention. Over 12 million children (mostly those living in developing countries) worldwide have visual impairment that can be improved with glasses.
In addition to the social media campaign, TOMS has created a limited edition pair of sunglasses available on TOMS.com especially for the initiative. With the sales proceeds, TOMS will provide eyecare to people in need.
TOMS program One for One, which has turned into a global movement, has been helping kids in need of shoes for over 7 years. TOMS has given over 10 million pairs of new shoes to children in need since it began in 2006.