EA, TOMS Raise Awareness for Shoe-less Citizens with 750,000 Barefoot in The Sims FreePlay
TOMS is a company that produces sleek, comfortable footwear with a charitable twist: every time that someone purchases one of their many shoes, a child in need then receives a pair of new shoes. It’s this kind of giving spirit that EA sought to align itself with; on April 10, in commemoration of the TOMS-sponsored event One Day Without Shoes, they offered players of their The Sims FreePlay mobile game the ability to opt out of wearing shoes and instead choose to go barefoot as so many children are forced to around the globe in order to raise awareness for the issue. The results produced by this experiment were, to say the least, successful.
More than 750,000 players went barefoot in the virtual space on April 10. The campaign by EA also extended into the real world as the publisher held various events and meetings in honor of the occasion, a move that saw discussion of the subject spread through Facebook, Twitter, and other social networks to effectively mobilize the effort.