McCann Worldgroup India and Buckaroo have joined forces in a groundbreaking initiative to provide affordable and customized footwear for individuals with clubfoot. This collaborative effort aims to address the significant challenge faced by thousands of people in India born with clubfoot each year.
The prevalence of clubfoot in India underscores the urgent need for accessible and tailored footwear solutions. Surgical intervention often remains out of reach for many affected individuals, compounded by the lack of affordable footwear options that accommodate their unique foot shapes.
Recognizing the untapped potential of India’s local cobblers, known as ‘mochis’, McCann Worldgroup India and Buckaroo embarked on a mission to empower these skilled artisans. Leveraging their expertise and traditional craftsmanship, the initiative introduces “Fit My Feet” – a footwear toolkit designed to create custom and cost-effective slippers for individuals with clubfoot.
The rollout of the pilot project commenced in Mumbai, with plans to expand to surrounding areas. Through strategic distribution of specialized kits and comprehensive training, street cobblers are equipped to meet the specific needs of their communities. Moreover, the campaign integrates wall art branding to promote the cobblers’ services, fostering greater accessibility and awareness.
What sets “Fit My Feet” apart is its global ambition. Buckaroo is establishing a microsite to crowdsource designs worldwide, ensuring that mobility, stability, and dignity are accessible to individuals beyond India’s borders.
Kinjal Savla, CEO of Buckaroo, underscores the brand’s commitment to genuine community outreach and impactful change. By harnessing the collective expertise of designers, cobblers, and community members, Buckaroo aims to revolutionize footwear accessibility and positively impact lives globally.
Prasoon Joshi, CEO & Chief Creative Officer of McCann Worldgroup India, highlights the transformative potential of “Fit My Feet” in fostering inclusivity and empowerment. This innovative initiative not only provides comfort to individuals with clubfoot but also creates new economic opportunities for India’s cobbler community.
“Fit My Feet” epitomizes a collaborative effort fueled by creativity, compassion, and dedication. As McCann Worldgroup India and Buckaroo continue to expand this initiative, they pave the way for a more inclusive and compassionate society where every individual’s unique needs are met with ingenuity and care.