CARE – ‘Walk In Her Shoes’

Marketing Store is launching an inspiring new campaign for leading overseas development charity CARE International as it seeks to recruit participants for a fundraising campaign.

 

CARE’s ‘Walk In Her Shoes’ initiative encourages women to walk in solidarity with women and girls in developing countries who have to trek many miles every day to collect water for their families.

 

This year, Walk In Her Shoes is asking women in the UK to walk 10,000 steps a day (about 8km) for a week to raise at least £100 each in sponsorship. Funds raised will support CARE’s poverty-fighting work in poor communities, for example building wells, boreholes and standpipe in communities, reducing the hours spent collecting water. This will give women and girls in many countries time to study, find work and reach their full potential in life.

 

The Marketing Store has been asked to recruit participants in London and South East England to take part in Walk In Her Shoes, which takes place in March. The recruitment campaign, which is aimed at professional women, uses social media and experiential marketing.

 

 

Six leading bloggers in London and the South East will be recruited through agency Handpicked Media to promote the campaign via their blogs. Social media influencers will also be targeted via Peerindex, with 100 leading influencers asked to share details of the Walk In Her Shoes initiative and recruit participants through social media.

 

On the experiential side, packs promoting the Walk in Her Shoes campaign will be delivered to women working in hundreds of offices across the UK. This will be done through The Work Perk, which sends free samples of products directly to people’s office desks. The Marketing Store estimates that up to 68,000 women will receive the packs at work.

 

The recruitment drive will continue with five days of “hit squad” activity where teams promoting the campaign will target London mainline stations during the

rush hour. They will also take the message to restaurants and gyms during lunch hours.

 

The Marketing Store also created the Walk in Her Shoes promotion packs. These tell the story of Ayanna, who has to trek six hours each day to collect water for her family. One poster shows a photo of Ayanna’s feet with the copy: “Ayanna’s young feet should be skipping, playing or walking to school. Instead they make a gruelling six-hour trek to fetch water each day so she can survive.” Paper planes highlighting the issue will be given out at stations, while posters, fortune tellers, lollies and water cooler creative elements will be given out at offices.

 

The Marketing Store is a global brand engagement agency which creates tangible marketing campaigns that engage people. This is the agency’s first work for CARE International since it was appointed to the development charity’s roster in November 2012.

 

‘We are delighted to be working with The Marketing Store on our flagship campaign. They have developed creative which we believe will inspire women to take up the challenge and have suggested innovative ways to reach our target audience.’ Said Sarah Taylor Peace, Marketing Director at CARE International UK.

 

CARE will provide a pedometer, t-shirt and fundraising support to all who participate. To Walk In Her Shoes visit www.careinternational.org.uk/walkinhershoes or call 020 7091 6111.