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TOMS shoes tread path to fight poverty

October 28, 2008 by Pepperdine Graphic

Undoubtedly they have been seen – the canvas odd-looking shoes sported by what seems to be half the campus. Some are covered in writing with phrases like “be the change.” Others are paint splattered patterned or just plain black. All bare the small tag with a single word – “Toms.” But this shoe is so much more than the typical fashion statement and Pepperdine students are getting involved to help spread the word. TOMS Shoes was founded in May 2006 to help produce shoes for children in need around the world. The process is fairly simple – a customer purchases one pair of TOMS for themselves for $40. This price also covers the cost to send another pair to a child. The shoe has been popular at Pepperdine since last fall when a presentation sparked many students to get involved and buy their very own pair or two of TOMS. Known as the “One for One” method the appeal of the product is apparent. Drawing from the buzz that has already spread around the Pepperdine community Professor Ginger Rosenkrans decided to take it a step further. Each semester Rosenkrans has her Advertising 475 class create full ad campaigns for a company and then present these campaigns to the company. This year she chose TOMS. “TOMS Shoes is such an exciting client to help promote their One for One cause through a student creative ad campaign competition Rosenkrans said. In addition to applying theoretical concepts to a creative ad campaign they are employing community service by helping TOMS Shoes promote their mission of providing shoeless children throughout the world with shoes.” The winners of the competition might actually have their ad campaigns used by the company as Mike Hammer who is the Director of Sales and Students for TOMS will be at the presentation night. Senior Liz Abend one of Rosenkrans’ students said she appreciates the opportunity the advertising class offers. “This is real professional experience and I love that Dr. Rosenkrans gives us that – that she has access to so many professionals and we have the chance to make a real ad campaign that might be featured Abend said. The competition in the class, however, is quite fierce. Some groups did not even want to be interviewed because they were afraid their ideas may be stolen if printed. Rosenkrans laughed it off when she found out about that, but said she was not at all surprised, That alone shows you how competitive this class is she said. The students take it very very seriously. It’s very important to them.” The shoes themselves look kind of like sidewalk surfers and come in a vast array of shapes sizes and messages. With an extensive Web site much of TOMS overall sales come from online purchases though they are sold in boutiques and other stores too. Malibu’s own Becker Surfboards sells the charity shoe as does the Malibu Beach Club. Seniors Riley Jamison and Justin Harper who are working in the same group on an ad campaign for TOMS said they are both excited about the project. “There are so many charities you can donate to but you don’t really know what happens to your money Jamison said. TOMS is so different because there is a tangible physical connection between your shoes and the ones you donated. We spend so much money on clothes and shoes anyway this is one thing that will actually make a difference.” Harper said that TOMS are a great way to give back. “This product really is perfect for college students Harper said. It is the infusion of style you get for your dollar with the knowledge that it’s going toward helping a child in need.” The presentation will take place Nov. 13 at 6 p.m. and will be held at the School of Law. Aside from the TOMS representative there will also be more than 10 judges from various professional aspects of the advertising community and many of the judges are even Pepperdine alumni. Rosenkrans said she is looking forward to the presentations. “My students are so passionate about TOMS mission and this is reflected in their infectious enthusiasm for this campaign competition she said.

Filed Under: News

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