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CARE International launches global 'Walk In Her Shoes' campaign

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By John Glenday | Reporter

February 6, 2013 | 2 min read

Global development charity CARE International has launched its ‘Walk In Her Shoes’ poster promotion in a bid to recruit participants for a fundraising campaign.

The campaign aims to encourage women to walk 10,000 steps a day in solidarity with women and girls in developing countries, who must often trek for miles each day to fetch clean water for their families.

It is hoped UK participants in the scheme will be able to raise £100 apiece to boost CARE’s work in building wells, boreholes and standpipes in such communities – freeing up opportunities for study, work and leisure.

The recruitment campaign is being overseen by The Marketing Store and will target professional women in London and the south east through social media.

Special packs promoting ‘Walk In Her Shoes’ will also be delivered to offices in the region through The Work Perk and five days of ‘hit squad’ activity will target rush hour commuters and gyms and restaurants during lunch hours.

Sarah Taylor Peace, marketing director at CARE International UK, said: “We are delighted to be working with The Marketing Store on our flagship campaign. They have developed creative which we believe will inspire women to take up the challenge and have suggested innovative ways to reach our target audience.”

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