Walk in Her Shoes 2023
Let's support her future by walking.

Campaign Report (Summary)July 2023
CARE International Japan1

Table of Contents

1. Campaign Overview and Summary ................................................................................................... 3

1）Campaign Overview
2）Campaign Result3）Campaign Summary
2.

Donation Usage Overview of CARE International Japan Activities ........................................... 112

1.

Campaign Overview and Summary1）Campaign Overview“Walk in Her Shoes” is a global campaign launched by CARE Australia in 20111 with the goalof inspiring people to take new actions, by experiencing “reality” and “poverty” faced by people indeveloping countries, through walking 8,000 steps (about 6 km) women and girls in developing
countries take every day to fetch water and collect firewood. In Japan, 2023 is the 12th time theprogram has been implemented. The participation fee for this campaign will be used to support theactivities of CARE International Japan, which aims to reduce poverty by supporting the selfreliance of women and girls in difficult situations in developing countries and areas of conflict anddisaster.
【2023 Campaign Overview】
PeriodFrom March 8, 2023 (International Women’s Day) to May 31, 2023 (about 3 months)
How to Join
1）”Walk in Her Shoes, Anytime and Any Place You Like”（Online Participation）：
After the application process, walk approximate 8,000 steps (average per day) required for women andgirls to fetch water in developing countries. Participate by manually registering your steps online or by
downloading a pedometer app and automatically linking your steps. (Participants can also form teams
and check other teams' step counts and rankings online.) Thanks to the cooperation of special
cooperation sponsors, 1 yen will be donated per 500 steps.
【Entry Fee】
General registration – Early entry: 3,000 yen (Dec 12th 2022 - Feb 12th 2023)
General registration – Late entry: 3,500 yen (Feb 13th 2023 - Mar 14th 2023,
extended until Apr 26th due to high demand)
Repeater discount price: 2,000 yen (only during Early entry)
University students and other students at younger age: 1,500 yen
Original campaign T-shirt: 2,500 yen (tax and shipping included)

2) “Participate in walking events”：
Participate in events hosted or co-hosted by CARE International Japan.
・Confronting Global Water and Gender Issues! “World Water Day” Sakura Charity Walk
(Participation fee: 2,000 yen)・Walk in Her Shoes 2023 in Kyushu （Participation fee: General 3,000 yen, Students 1,500 yen）

1 In 2011, the event was cancelled due to the Great East Japan Earthquake in Japan.

33）Post "C" with #歩く国際協力（Participate by posting photos on social media）：
Take a picture of “C” as in “CARE” and post the photo on Facebook, Twitter, or Instagram with #歩く
国際協力. With the cooperation of special cooperation sponsors, 100 yen will be donated per photo.
(No charge for participation)4) ” Organize and hold your own fundraising event”：
Participants plan and hold their own events to collect donations, which are then donated to
CARE. The purposes of those events would be to raise awareness of global water and poverty
issues.

2）Campaign Result【Number of participants in campaigns and event (2012 - 2023）】

The number of participants in the campaign was 3,508 people which is 87.2% of last year.
*2016 result includes the November 2015 Tokyo event.
*2018 result includes the October 2017 Tokyo event.

4【Breakdown of participants in campaigns and events】

Breakdown of participants

Price Category

General Participants"Walk in Her Shoes,
anytime andanywhere you want"

Walking Partners

Result (Paid) (Number) Result (Free) (Number)

New Participants (1st round)

149

New Participants (2nd round)

228

Repeaters

224

Students (General)

74

Students (Students Partners)

58

New Participants (1st round)

1,209

New Participants (2nd round)62

Repeaters

640

Ambassador/Junior Ambassadors
Subtotal

2,644

General Participants
T-Shirts

Walking Partners￥2,500

733

1,911
53

53

53

2,697

117

￥2,000（3/26）￥2,000 (By group)

333

179

￥2,500 (Individually)

CARE Supporting Groups¥2,500
Event

Subtotal

37"World Water Day" Sakura Chairty Walk

75

Walk in Her Shoes 2023 Special Event in Kyushu

183

183

136

136

Organize Fundraising or Hold Your Own Event (Organization/Individuals)

Paritipation by Donation¥1,00063¥2,0006¥2,5001¥6,0001¥17,625

1¥26,600

1¥30,000

7

82

74

1

Total

3,445

60

3,505

*Regarding the number of walking partners who are repeating, participants from Nissan (600people) and Nissan Motor Sports & Customize (34 people) were excluded because they
participated without repeater discounts (counted as regular participants instead)*Junior ambassadors are volunteer girl scout members who served as advertisers.
*"Organize and hold your own event to collect donations" was implemented by 5 organizations,and the total number of participants is shown*"Participation by Donation" (￥2000) are donations made by those who were absent from theevent "World Water Day" Sakura Charity Walk.
Also, the amount ￥2,500 ￥6,000 ￥17,625 ￥26,600 from "Participation by Donation" aredonations made from "Organize and hold your own fundraising event". The amount ￥30,000
from "Participation by Donation" is a donation made from "Walk in Her Shoes 2023 Special Eventin Kyushu". Others are donations from those who participated in "Walk in Her Shoes, Anytime andAnywhere You Want".

5

【Number of steps reported (2012 - 2023)】※Target number of steps for 2023: 1.5 billion steps

1,600,000,000
1,400,000,000
1,200,000,000
1,000,000,000
800,000,000
600,000,000
400,000,000
200,000,000
0
2012

2013

2014

2015

2016

2017

2018

2019

2020

2021

2022

2023

The number of steps taken was 1,301,753,358, and it did not reach the target of 1.5 billion steps.
The number of participants in the " Walk in Her Shoes, Anytime and Any Place You Like "campaign was 2,697 which was 89.6% of last year. The average number of steps per person per
day reported was 8,345.

【Campaign income/expense Year-on-year comparison, vs. target (2023/2022)】
2023 (year)

2022(year)

YOY(￥)

YOY

Target（￥）vs Target¥888,030¥1,775,585¥-887,555

50.01%¥1,525,000

58.23%

Income from entry fees ¥8,568,905¥9,912,000¥-1,343,095

86.45%¥9,460,000

90.58%¥137,725¥168,732¥-31,00781.62%¥200,000

68.86%¥5,400,000¥5,170,000¥230,000

104.45%¥5,250,000

102.86%¥14,106,630 ¥15,250,732 ¥-1,144,102

92.50%¥14,910,000

94.61%

Goods sponsored(equivalent to donation)
Organize and hold your own event
Income＋other donations
Cooperate Sponsorship
Total Income(excluding the goods sponsored)

ExpenseTotal Expense ¥3,239,707¥3,547,843¥-308,136

91.31%¥3,837,500

84.42%

Balance Difference (excluding goods provided) ¥10,866,923 ¥11,702,889¥-835,966

92.86%¥11,072,500

98.14%

ROI（return on investment）

435.43%429.86%388.5%"Goods sponsored" is a negative figure, but the amount of donation by providing goods issubstantially equivalent to the amount of donation. (This is because last year's income included
1,075,000 yen for the ITOCHU SDGs STUDIO venue and exhibition set-up expenses paid by
6

ITOCHU)”. Decrease in online participation from individuals resulted in a decrease in revenue due
to a decrease in original T-shirts.
Expenditures also decreased from last year. ROI (Return on Investment) increased by 5.6%.
About two-thirds of the expenditures, or 2.2 million yen, were related to the step reporting system.
Specifically, the cost was for the development of the system integration of step reporting (automatic
linkage and manual) and the usage fees for the participating pedometer application and manual stepreporting page.
Additionally, the cost of producing T-shirts and other merchandise was 16% (approximately
530,000 yen), web payment fees were 7% (230,000 yen), and expenses for in-person events werealso added.

【Year-on-year comparison of sponsorship, supporters, patrons and PR results(2023/2022)】＊Excluding the number of special sponsors and supporting companies for "Walk in Her Shoes 2023 in Kyushu".
2023

2022

YOY(#)

YOY

Special sponsorship

Sponsorship fee (300,000 yen or more)

9

2

7

450%

Sponsorship

Sponsorship fee (300,000 yen or less)

6

13

-7

46%

In-kind sponsorship

Provision of goods and services

9

9

0

100%

PR sponsorship

Public Relations Support

12

12

0

100%

Walking Partners

Promotion of employee participation

21

20

1

105%

Student Partners

Promoting University Student Participation

4

11

-7

36%

6

7

-1

86%

Media Publications (Newspaper/Websites

Beginning this year, support through sponsorship funds will be classified as special sponsorshipand co-sponsorship. Special sponsors were differentiated by printing their corporate logo on the
campaign T-shirts, which increased the overall sponsorship amount.
This year, the sponsorship was divided into two categories: special sponsorship and cosponsorship.

3）Campaign Summary＊Decrease in participation fee income due to less number of participants
As for the number of participants in the most focused "Anytime and Anywhere You Want", repeat
individual participants increased by 134.1% compared to the previous year.
While the number of repeat individual participants increased from the previous year, the number of
new individual participants decreased significantly (58.8% from the previous year), resulting in an
overall participation rate of 89.6% from the previous year. As the restriction of activities due to the
COVID-19 eased, allowing for more options to conduct outdoor activities, the challenge is how toincrease the number of participants in the future. The revenue was maintained at the 10 million
yen for the second year since last year.
＊Support from collaborating companies such as Walking Partners
In corporate partnerships, we received support from companies and organizations in all areas of
special sponsors, sponsors, patrons, and walking partners (similar to last year). In addition to
obtaining significant sponsorships of 300,000 or more through establishing a new special
sponsorship quota, efforts were made to maintain and expand the number of Walking Partners. As
7for the Walking Partners, five new corporations have joined. The number of employees
participating in the "Walking Partners" program was 1,911, about the same as last year, accounting
for 70.9% of all participants who “Anytime and Anywhere You Want”.
＊Implementation of special projects this year
This year, the following special events were held.
① Expansion of donations from posting ”C” on social media and the number of steps
Normally, 1 yen is donated per 500 steps, and 100 yen is donated for 1 photo of “C” posted onsocial media. For the period of 16 days from the end of April until the end of May, the donation
amount was increased - 1 yen was donated per 100 steps and 300 yen was donated per photo.
② Sales of T-shirts with original designs
Original 2023 T-shirts with the logos of special sponsors (only those who requested them) and"Walk in Her Shoes 2023" were produced and sold. This year, two types of materials, cotton andmesh, were available in M and L sizes, respectively. As a special offer, Walking Partners offered a
discounted price of 2,000 yen for bulk purchases. As a result, 333 shirts were sold, which is 55.5%of last year’.
③ [Double the Donation] More Support Charity
As an additional donation to the campaign, we solicited "[Double the Donation] More Support
Charity " in which the same amount of the donation is matched by a special sponsor. As a result,
63 units (1,000 yen per unit) were donated which is 90% of last year.
＊Steps reporting method ("manual input" and "automatic linkage")In regards to " Walk in Her Shoes, Anytime and

REPORTING METHOD

Any Place You Like” step counts, participants

Manualwere able to select “manual input” or “automatic

Automatic

linkage” with an app ALKOO which one can33%

download on smartphones.
67%

Similar to last year, about 70% of the participantschose “automatic linkage” method due to its
convenience. In both of the two methods, about
20% of the participants said it was "difficult to use." Further improvement of systems and manuals
is required.

8

＊HTML for periodic communication
As part of efforts to promote and improve participant communication, the "WiHS Newsletter," ane-mail newsletter was sent twice a month to " Walk in Her Shoes, Anytime and Any Place You
Like " participants. The content mainly covered the issues related to water availability and genderin developing countries as well as information on CARE’s work and campaigns. For a total of 7
email communication sent since the campaign started until the end of June, the open rate was 57%
on average (excluding walking partner bulk applicants).
＊Online event in collaboration with LiveRun corporation
LIVERUN app allows people in different locations to connect in real time through running, yoga,
muscle training, etc., while listening to a trainer with earphones in real time. This year, with thesupport as a cooperation patron, an event was held on April 22nd (sat) in collaboration. On that day,
Yoko Ito who is a project manager of “Improvement of Agricultural Water Supply System in East
Timor” joined on site and talked about the campaign and the situation in local area. 156
participants walked, run while listening to the host and Ito discuss while others listened to them asradio.
In addition, on April 15th (sat) and May 14th (Sun), at the request of “FreeWill”, Social
Contribution Club of Ricoh Group in Japan, which is participating as a walking partner, thecompany held a closed session for its participants. About 25 people participated on the day of theevent for each, and the program was used as a measure to promote team participation.
＊Use of SNS and promotion of "C" photo posts
During the campaign period, contents were posted on social media (Facebook, Twitter, Instagram)campaign accounts. In addition to regular posting, Facebook group for only the participants wasused to promote a place where they can interact and socialize with each other.
Furthermore, "Triple Donation Week" was held again this year. During this period, for every "C"photo posted, the special sponsor donated 300 yen to CARE, which is three times the usual
amount. We attempted to spread the awareness of the campaign by free participation throughsocial media. Through these efforts, a total of 1,737 "C" photos were posted this year on social
media.

9

＊Use of campaign sponsorship funds (donations based on number of steps, donations from"C" photo posts)
Corporate sponsorships are used as a "promotion with donation" budget to promote participation.
As shown below, we were able to obtain participation equivalent to 4,940,635yen worth of
donations.
[Breakdown]
For every 500 steps taken, the company donates 1 yen.
→ (Actual) 1,046,500,361 steps ÷ 500 steps = 2,093,000 yen
For every 100 steps taken, the company donates 1 yen (100 Steps, 1 Yen Day)
→ (Actual) 242,613,536 steps ÷ 100 steps = 2,426,135 yen
For each photo posted, the company donates 100 yen.
→ (Actual) 100 yen x 813 pieces = 81,300 yen
Donation amount 3x Week: 300 yen donated by the company for each photo posted.
→ (Actual) 300 yen x 924 pieces = 277,200 yen[Double the Donation] More Support Charity→ (Actual) 1,000 yen x 63 units = 63,000 yen＊Measures to improve efficiency of campaign management
Given the increasing number of participants, the application period was moved forward
significantly this year. Individuals were carefully informed of existing participants and walking
partners, and the event was rolled out without significant disruption. In addition, in terms ofcorporate correspondence, the company took efficient measures such as holding several online joint
participation briefings and, for the first time, a briefing session on setting and reporting the numberof steps taken in the presence of NAVITIME employees who provide a step counting application.
Further improvement is needed in handling inquiries from individual corporations.

10

2.

Donation Usage Overview of CARE International Japan Activities
Entry fees and donations to this campaign will be used to support the overall activities of CARE
International Japan, which aims to reduce poverty by supporting the self-reliance of women andgirls in difficult circumstances in developing countries and areas of conflict and disaster. CARE
International Japan is currently engaged in the following main activities.
*The following "What you can do with approximately 1 million yen" is just an example, and the actual
proceeds will not be allocated to each project in 1 million yen increments.

1）Timor-Leste：Atsabe Rural Development Project for Improvement of Agricultural Water
Supply System*Project Objective：
Water storage tanks and drip irrigation systems will be installed
to draw water from the water source in the mountains to thevillage and then to the fields, with the aim of ensuring a stable
harvest of crops. In addition, it reduces the burden of
agricultural work on women by eliminating the need forfetching and sprinkling water, which is mainly the role ofwomen and children.
*Main Activities：

1.
2.
3.
4.

Preserve water sources and build water storage tanks and canals.
Install drip irrigation to ensure effective use of water in farmland.
Establish and strengthen the capacity of the Water Management Committee to maintain thedrip irrigation system.
Gender equality training for water management committees and community members.

What we can do with about 1 million yen
For example, a farmer group can set up a water management committee to maintain drip irrigation
facilities and capacity building. In addition, gender equality training can be provided to membersof farmer groups and community members in the target areas.

2）Timor-Leste：“The Lafaek Project”, Support for Self-Reliance through Educational
Material Lafaek*Project Objective：
The project aims to improve the development and educational
status of children in rural areas and the livelihood capacity ofthe entire household to become a self-reliant community.
*Main Activities：
1. Improve basic computing and literacy skills
2. Improved management of agricultural production andfamily health care
3. Promote residents' understanding of entrepreneurship and microfinance services ４．
Promoting parents' understanding of the health and development of young children and of
sending their children to school
What we can do with about 1 million yen
For example, we can distribute approximately 6,000 copies of Lafaek, a learning magazine that isused as supplementary material in elementary and junior high schools where local language
textbooks are not widely available.

113）Thailand：”Youth Leadership Development (YLD) Project”, Leadership Training through
STEM* Education (2nd period)*STEM" is an acronym for Science, Technology, Engineering, andMathematics.

*Project Objective：
It aims to expand the future academic and vocational
opportunities of young people by enhancing their leadership,
vocational skills and ability to live in society, regardless ofgender.
*Main Activities：
1. Conducting training and vocational activities for youth,
especially girls
2. Conducting training for teachers
What we can do with about 1 million yen
For example, approximately 200 middle and high school students with challenging learning environments
can participate in a two-day camp to learn leadership skills through discussions, games, androle-playing.

4）Ukraine Crisis Humanitarian Response
In response to the humanitarian crisis caused by Russia's
invasion of Ukraine that began on February 24, CARE aroundthe world, including Japan, has been working in solidarity. We
are also working with local partner organizations that haveexperience working in Ukraine and neighboring countries toprovide emergency assistance.
*Main Activities：
1. Distribution of emergency relief supplies such as food, water, hygiene products, and cash.
2. Psychological care to alleviate trauma and psychological impact on Ukrainian people.
3. Other assistance needed by internally displaced people and refugees in Ukraine in the
future.
What we can do with about 1 million yen
For example, 100 mothers evacuated to the Ukrainian border can be provided with childcare items needed
to care for their babies, such as diapers, wipes, formula, baby food, and thermos bottles.

12Thank you very much for your participation and support.
We look forward to working with you on "Walk in Her Shoes 2024”[Inquries about this report]
Public Interest Incorporated Foundation CARE International Japan
In Charge：Keiko Sashihara〒171-0031 Mejiro Culture Building 5F, 2-2-1, Mejiro, Toshima-ku, Tokyo
Office：03-5950-1335 ｜ fax：03-5950-1375
email：wihs@careintjp.org ｜13

www.careintjp.org