Buckaroo: Fit My Feet | Customized flip-flops for Clubfoot
Addressing Clubfoot: Fit My Feet – A Transformative Initiative by Buckaroo’s and McCann Worldgroup.
Clubfoot, a congenital condition that affects the mobility and quality of life of those afflicted, predominantly impacts individuals living below the poverty line. While it is classified as a birth defect, numerous environmental and economic factors contribute to its prevalence. The high cost of surgical or specialized footwear solutions often makes them inaccessible to low-income families. Consequently, living with clubfoot not only impairs mobility but also strips individuals of opportunities and dignity.
Recognizing this pressing issue, Buckaroo’s and McCann Worldgroup have developed an innovative solution that not only addresses the medical needs of individuals with clubfoot but also ensures the solution is cost-effective, widely distributable, and scalable. Their groundbreaking initiative, the Fit My Feet kit, was specifically designed to leverage the extensive network of street cobblers across India.
Innovative and Inclusive Design
The Fit My Feet kit is the result of a collaborative effort involving orthopedic doctors and footwear designers. Developed late last year, the kits underwent rigorous testing with street cobblers earlier this year. After finalizing material testing and incorporating valuable feedback, the kits were launched in a test market in Mumbai.
Since February, the initiative has seen remarkable success. Over 228,000 custom flip-flops have been distributed, transforming the lives of many individuals with clubfoot. The kits are now in use by more than 4,500 street cobblers, with plans to expand nationwide by the end of the year.
Affordable and Empowering
One of the standout achievements of the Fit My Feet initiative is its affordability. Each pair of custom flip-flops costs just USD 2.40, making them accessible to those who need them most. Moreover, the initiative has created a new revenue stream for street cobblers, empowering them economically.
Prasoon Joshi, chairman of McCann Worldgroup Asia Pacific and CEO and chief creative officer of McCann Worldgroup India, expressed his pride in the project, stating, “Fit My Feet weaves threads of compassion along with innovation for individuals affected by clubfoot and India’s cobbler community.”
A Vision for the Future
The success of the Fit My Feet initiative highlights the potential for innovative, compassionate solutions to address complex social and medical issues. By creating a sustainable, scalable model, Buckaroo’s and McCann Worldgroup have set a precedent for future projects aimed at improving the lives of disadvantaged populations.
As the initiative prepares to expand across India, it brings hope and opportunity to thousands more individuals affected by clubfoot. The collaborative effort stands as a testament to what can be achieved when creativity, compassion, and practicality come together in the service of humanity.
Credits
Agency: McCann Worldgroup India
Client: Buckaroo
This campaign is about:
McCann Worldgroup India, clubfeet, footwear designers, Cannes Lions International Festival of Creativity, Cannes Lions 2024, Buckaroo, Fit My Feet, Custom Footwear, Footwear DIY, Customized flip-flops for Clubfeet.
