TOMS turns being shady into a good thing. 285 million people are visually impaired worldwide. 80% don't have to be. So to show support and raise awareness for World Sight Day, we challenged people to wear sunglasses indoors.
Everyone knows that wearing sunglasses inside is a total douche move, but it’s also something deep down we all want to do. So for World Sight Day we created a campaign that gave people an excuse to wear their shades inside all day AND do it for a good cause – to spark conversations around the issue of global blindness.
To get the message out socially, we also asked people to take a shady “selfie” and share it via social media using the hashtag #BESHADY.
In one day, we had 9.7k #BESHADY mentions and 11 million impressions. And although it wasn't necessarily our goal, it was our highest day in TOMS Eyewear sales ever.
To create awareness of World Sight Day and the 285 million visually impaired people in the world, we encouraged people to wear sunglasses to work and keep them on throughout the day.
The activation earned 11 million impressions and 9.7k #BESHADY mentions in one day.
