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 this 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.
Directed by David Quinn via production company Skin & Bones, 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 meager 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 to Soles4Souls.
