1. Campaign Objectives

• Raise awareness of LNare Foundation’s mission of socio-economic redress through education and dignity.

• Collect 1,000 pairs of school shoes before the next school term.

• Increase engagement across Facebook, Instagram, and X (Twitter) by 30%.

• Strengthen partnerships with schools, local businesses, and community influencers.

• Build a sustainable donor network for future drives and community upliftment programs.

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2. Target Audience

Segment Description Motivation

 

• Local Communities: Parents, educators, learners, and youth leaders Desire to uplift their area and empower children.

• Corporate Partners: Small to medium enterprises, local branches of major retailers CSR alignment and positive brand image.

• Faith-Based & Civic Groups: Churches, community NGOs, youth clubs Grassroots involvement and volunteerism.

• Diaspora Supporters: South Africans abroad who want to give back Emotional connection to home and education.

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 3. Key Message

“Every child deserves to walk with dignity. Together, we can turn bare feet into confident steps.”

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 4. Brand Positioning

"Step Into Hope. Every Sole Counts."

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LNare Foundation is the heart of the community, walking side-by-side with families to build equality through education, dignity, and opportunity.

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5. Digital Marketing Strategy

 

Social Media (Facebook, Instagram, X, YouTube)

 

Content breakdown:

 

• 40% human stories (beneficiaries, volunteers)

• 30% calls to action (donations, drop-offs)

• 20% behind-the-scenes (distribution, events)

• 10% partner shoutouts

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Tactics:

Social Media:

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• Facebook Lives from distribution events

• Weekly “Shoe Stories” reels — a short story from a learner

• Countdown posts leading to donation milestones

• Partner tags (schools, local shops, influencers)

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Website and Email:

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Create a dedicated campaign landing page featuring:

• Impact tracker (pairs donated)

• Drop-off locations map

• “Sponsor a Child” button

• Monthly e-newsletter with stories, photos, and gratitude messages

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Influencer & Community Partnerships:

 

• Partner with local influencers, radio personalities, and educators who embody Ubuntu and community values.

• Feature “Community Champions” — volunteers or donors spotlighted weekly.

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6. Traditional Media & PR

 

• Local Radio Interviews: Share impact stories on community stations (e.g. Motsweding FM, Jozi FM).

• Press Releases: Distribute to regional newspapers highlighting milestones.

• Posters & Flyers: Schools, taxi ranks, churches, and malls.

 

Community Events:

 

• “Sole Saturday” — a shoe collection day with music, food, and storytelling.

• “Walk of Hope” — symbolic walk to raise awareness and collect donations.

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 7. Partnerships & Sponsorships

 

Partner Type Role Examples

 

• Corporate Sponsor bulk shoe purchases Pep, Bata, Tekkie Town.

• Local Businesses Collection points Supermarkets, salons, petrol stations.

• Schools Identify beneficiaries Primary & secondary schools in local communities.

• Faith Groups Donation drives Churches & community centers.

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8. Timeline (12 Weeks)

 

Week Key Activity

 

• Week 1–2: Campaign launch, social media kickoff, media release.

• Week 3–4: First community collection drive.

• Week 5–6: Influencer partnerships, progress updates.

• Week 7–9: School & business activations.

• Week 10: “Sole Saturday” collection event.

• Week 11: Distribution & gratitude campaign.

• Week 12: Impact report and thank-you celebration post.

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 9. Measurement & Evaluation

 

Metric Target:

 

• Pairs Collected 1,000+

• Social Media Engagement +30%

• Website Traffic +40%

• New Donors 200+

• Media Mentions 10+ local publications or stations

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10. Sustainability & Legacy

 

• Establish “Sole Ambassadors” (annual volunteer teams).

• Build a database of recurring donors.

• Document campaign stories for year-end report.

• Launch annual “Step Into Hope” campaign as a permanent LNare Foundation initiative.

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