In celebration of its ninth anniversary, TOMS the footwear company will offer a pair of shoes to a child in need in exchange for each picture of bare feet that is posted on Instagram between May 5 and May 21 with the hashtag #withoutshoes reported time.com. The promotion ends May 21, or when the company gives away a million shoes.

“We’re extending the timeframe to build awareness and anticipation, but most importantly, so that more people can participate in an effort to give more,” TOMS founder Blake Mycoskie told www.businessinsider.com. “The best part is that even if someone is not a TOMS customer, he or she can simply take a photo and post #withoutshoes to make sure a child in need somewhere in the world will get a new pair.”

So far, TOMS has given away more than 35 million shoes to children in need all over the world, according to its website.

Shoes help prevent the spread of parasitic diseases that plague over 1.4 billion people worldwide .Many health conditions can be absorbed through the feet, some of the most dangerous conditions of going barefoot is the risk wounds, cuts, scrapes and burns. The injuries are almost never treated and can lead to serious infections stated www.soles4souls.org.