How a Shoe Box Can Make a Difference

Posted by on Nov 15, 2012
How a Shoe Box Can Make a Difference

Each year, more than 1,000 children in Milwaukee County are placed into foster care. Children often arrive at their foster homes with little or no belongings, which is what prompted two social workers to create Project Shoe Box, a nonprofit that provides children essential items packed in a shoe box. We partnered with Project Shoe Box this year for the Milwaukee Journal Sentinel’s “Partners for Humanity” ad contest.

Partners for Humanity challenges ad agencies and nonprofits to pair up and create award-winning advertising that runs for free in the Journal Sentinel, raises awareness for important causes and can potentially win money for the charity. To develop the ad for Project Shoe Box, we collaborated with photographer John Sibilski. The ads are also posted on Facebook, and the one with the most “likes” wins $500 for its nonprofit, so click here to “like” our ad.

“We had a great response after the ad ran in the Journal Sentinel,” said Megan Orlopp, co-founder of Project Shoe Box. “The website had lots of hits and we had a ton of phone calls.”

This was great to hear, but we wanted to do more. We organized a shoe box care package drive within the agency. We filled shoe boxes with items that boys and girls ages 10–18 might need then wrapped them in decorative paper. This included things like toothbrushes, soap, shampoo, school supplies, socks, mittens, books and toys. Everyone from designers and copywriters to account execs and interns got into it—helping to raise awareness—and donations—for this special organization. It was not only fun to do, but felt great knowing that our care packages would help to make emotional transitions easier for kids in the Milwaukee area.

For more about Project Shoe Box and to learn how you can make a donation, visit