Walk in Her Shoes 2022
Let's think about the world through the familiar issue “water”, and take action!

Campaign Report (Summary)July 2022
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 ........................................... 102

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, 2022 is the 11th 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.
【2022 Campaign Overview】
PeriodFrom March 8, 2022 (International Women’s Day) to May 31, 2022 (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 womenand girls 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 canalso form teams and check other teams' step counts and rankings online.) Thanks to thecooperation of special cooperation sponsors, 1 yen will be donated per 500 steps.
【Entry Fee】
Priority application for repeaters (Feb. 1 – Feb. 28) ：2,000 yen
General registration (Feb. 1 – April 30) ：⼀ General 3,000 yen, Students 1,500 yen

Original campaign T-shirt: 2,500 yen (tax and shipping included)
2) “Participate in walking events”：

Participate in online 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 2022 in Kyushu （Participation fee: General 3,000 yen, Students 1,500 yen）
3）Post "C" with #歩く国際協力（Participate by posting photos on SNS）：
Take a picture of “C” 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 perphoto. (No charge for participation)4) ” Organize fundraising or hold your own event”：
Participants plan their own events and challenges to collect donations, which are then donated to
CARE. There are two ways to do this: "challenge crowdfunding" and "hold a walking event”.
1 In 2011, the event was cancelled due to the Great East Japan Earthquake in Japan.

32）Campaign Result【Number of participants in campaigns and event (2012 - 2022）】
Number of participants who participated in one event for freeNumber of Participants in Campaigns and Events
5000
4000
3000
2000

4,021
2,252

1000
100

0

317

165

323

194
279

472

564

519

746

2012年 2013年 2014年 2015年 2016年 2017年 2018年 2019年 2020年 2021年 2022年

The number of participants in the campaign increased 178% from last year to 4,021. The number ofparticipants increased due to the first offline event in two years and a significant increase inparticipation in the " Walk in Her Shoes, Anytime and Any Place You Like " event.
*2016 result includes the November 2015 Tokyo event.
*2018 result includes the October 2017 Tokyo event.
【Breakdown of participants in campaigns and events】
Breakdown of participantsin campaigns and events

Price Category
New Participants

General Participants"Walk in Her Shoes,

Repeaters

167

Students(General)

123

Students(Students Partners)

anytime andanywhere you like" Walking Partners

ResultResult(Paid)（case） (Free)（case）
641

77

Ambassador／Junior Ambassadors
2,966

Subtotal\2,500T-Shirts

Walking Partners

Buy in Bulk

Face Masks
Event\2,000Individual Purchase \2,500

CARE Supporting Group

General Participants
Walking Partners

1,958

456

Repeaters

General Participants

1,008

1,502

New Participants\2,500\1,000

42

42

42

3,008

113
599

477
9
96

98

2
97

”World Water Day” Sakura Charity Walk

Subtotal

10

107

125

125

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

5

5\1,00070\1,5002\2,0005\16,9311\27,000

1

Walk in Her Shoes 2022 Special Event in Kyushu

Participation by Donation

Total

3,969

4

79

52

4,021

※Junior ambassadors are volunteer girl scout members who served as advertisers.
※Four units of the "Participation by Donation (2,000 yen)" are donated by those who were absent
from the "World Water Day" Sakura Charity Walk event. One unit of the "Participation by
Donation (2,000 yen)" and one unit of the "Participation by Donation (27,000 yen)" are donated at
the event "Walk in Her Shoes 2022 in Kyushu". Others are donated by participants of " Walk in
Her Shoes, Anytime and Any Place You Like".
【Number of steps reported (2012 - 2022)】※Target number of steps for 2022: 700 million steps
million

1,600

1,456

1,400
1,200
1,000

834

800
600
400
200
0

5

22

80

102

2012

2013

2014

2015

125

148

132

144

2016

2017

2018

2019

259

2020

2021

2022

The number of steps taken was 174% of last year's total, well over the 700 million step goal of
1,455,683,178. The number of participants in the " Walk in Her Shoes, Anytime and Any Place
You Like " campaign increased 178% over the previous year to 3,008. The event was held under
COVID-19 pandemic, as last year, and the average number of steps per person reported was about
the same (494,000 steps → 483,000 steps ).
【Campaign income/expense Year-on-year comparison, vs. target (2022/2021)】\2,022\2,021YOY(￥)

YOY

Target(￥)\1,775,585\308,005\1,467,580

576.48%\450,000

394.57%

Entry Fee \9,912,000\5,266,000\4,646,000

188.23%\3,495,000

283.61%\168,732\286,700\-117,968

58.85%\70,000

241.05%

Corporate Sponsorship \5,170,000\5,980,000\-810,000

86.45%\2,150,000

240.47%

Total Income (Except Value in Kind) \15,250,732 \11,532,700

266.85%

Value in Kind
IncomeCrowdfunding + Other Donations

VS. Target\3,718,032

132.24%\5,715,000\1,257,332\2,290,510

282.17%\3,272,630

108.41%

Balance Difference (Except Value in Kind) \11,702,889 \10,275,368\1,427,522

113.89%\2,442,370

479.16%

ExpenseTotal Expense \3,547,843
ROI (Return on Investment)

429.86%917.24%174.6%※Value in kind equivalent to 1,007,500 yen was provided by ITOCHU SDGs STUDIO of ITOCHU Corporation
Provided at the venue

In terms of income, the amount of donations equivalent to sponsored goods was significantly
higher than the previous year due to the implementation of offline events.
In addition, entry fee revenues also increased significantly due to a record number of online
participation from companies and individuals, as well as the first offline event held in two years.
On the other hand, crowdfunding + other donations and corporate sponsorships were down
compared to last year, when donations for the campaign's 10th anniversary were higher. Despite
this decrease, total revenues exceeded 15 million yen, the largest amount ever.

5Expenses were also significantly higher than last year. Of this amount, about half, or 1.83 million
yen, was for expenses related to the step reporting system. Specifically, these were thedevelopment costs for the system integration of step reporting (automatic linkage and manual)
realized this fiscal year, and the usage fees for the pedometer application and manual stepreporting page due to the rapid increase in participants.
Additionally, the cost of producing T-shirts and other merchandise was 28% (approximately 1
million yen), web payment fees were 8% (270,000 yen), and expenses for offline events were also
added.
【Year-on-year comparison of sponsorship, backers, and PR results (2022/2021)】＊Excluding the number of special sponsors and supporting companies for "Walk in Her Shoes 2022 in Kyushu".
Number of Special Cooperation Sponsors

2022

2021

YOY (#)

YOY

15

10

5

150%

Number of Cooperation Sponsors

9

8

1

113%

Number of Cooperating Backers

12

5

7

240%

Number of Walking Partner Organizations

20

10

10

200%

Number of Student Partner Organizations

11

8

3

138%

Number of Media Publications(Newspaper/Websites etc.)

7

1

6

700%

All categories increased. In particular, the number of special cooperation sponsors, walking
partners, cooperating backers, and media coverage increased significantly. Media coverage, which
was sluggish last year due to COVID-19 pandemic, increased this year due to introductions byspecial cooperation sponsors, cooperating backers, and individual participants. In addition, fiveorganizations continued to participate in the "Student Partners" program, which was newly
established last year, and a total of 11 organizations including new participants were able toparticipate.

3）Campaign Summary＊Increase in participation fee revenue due to record number of participants
Both the number of participants in " Walk in Her Shoes, Anytime and Any Place You Like " andthe total number of participants increased 178% over last year, a record number and another yearof revenue growth. A major factor is the increase in the number of participants of " Walk in Her
Shoes, Anytime and Any Place You Like”. Public participation was up 150% and corporate
participation as a walking partner was up 201%. The program continues to receive widespread
support from both individuals and companies as a means of promoting health, volunteer
participation, and team building online in the face of the prolonged COVID-19 pandemic.
Moreover, this year, for the first time in two years, we hosted an offline event, the "World Water
Day” Sakura Charity Walk, which attracted 107 participants and contributed to an increase inparticipation fee income.
＊Increase in the number of walking partners and other collaborating companies
6In the area of corporate partnerships, the number of companies and organizations increased in
all areas of special sponsors, sponsors, backers, and walking partnerships. In particular,
participation by walking partners doubled compared to last year, with 20 companies andapproximately 2,000 employees participating. In addition, the amount of income decreased,
although the number of special sponsors increased 1.5 times over last year. This is mainly due tothe increase in the number of companies that are willing to participate as walking partners as wellas other forms of cooperation at the same time, such as special sponsorship. Eight of the walking
partners have provided special sponsorship and one has provided backers.
＊Implementation of special projects this year
This year, the following special events were held.
① Expansion of donations based on the number of steps taken"100 Steps, 1 Yen Day" was held for five days in April and May, when the donation based on thenumber of steps taken, which is normally 1 yen per 500 steps, was expanded to 1 yen per 100
steps for a limited number of days.
② Sales of T-shirts and masks with original designs
Original 2022 T-shirts with the logos of special sponsors (only those who requested them) and"Walk in Her Shoes 2022" were created and sold. As a special offer, Walking Partners offered a
discounted price of 2,000 yen for bulk purchases. As a result, 599 tickets were sold, 1.79 times morethan last year.
Additionally, in response to COVID-19 pandemic, original masks with the logo (set of two) werealso created and sold in limited quantities. As a result, 98 sets were sold, mainly to generalparticipants.
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,
70 units (1,000 yen per unit) were donated.
＊Steps reporting method ("manual input" andREPORTING METHOD"automatic linkage")

Manual34%

This year, participants again chose between"manual input" and "automatic linkage" with thesmartphone walking app ALKOO for reporting thenumber of steps taken at their " Walk in Her Shoes,
Anytime and Any Place You Like”.
In addition, starting this year, the system integration

Autmatic
66%

of manual and automatic linkage was achieved withthe cooperation of Navitime Japan Co. This allows for the sharing of step count rankings through7

manual input and automatic linkage, and also allows team participation without the need for a
unified step count reporting method, allowing each member to choose his or her preferred
reporting method.
Against this backdrop, while approximately 60% of participants last year chose to reportmanually, this year the ratio reversed, with 66% of participants choosing automatic linkage. On an
individual basis, many participants find the automatic linkage with the smartphone application to
be convenient, indicating that the system integration has been effective.
＊HTML for periodic communication
As part of efforts to promote and improve participant communication, the "WiHS Newsletter,"an e-mail newsletter distributed twice a month to " Walk in Her Shoes, Anytime and Any Place
You Like " participants, has been converted to HTML this fiscal year. In addition to text,
information on water issues in developing countries, gender issues, and campaigns were deliveredin an easy-to-understand manner, using photos as well as text. For a total of six distributions
during the period, the maximum open rate was 76.6% for the first e-mail, and thereafter the open
rate remained around 50% (statistics excluding walking partner bulk applicants). We will continue
to consider improvements in content and other areas so that readers will be able to read themagazine easily and without getting bored during the approximately three-month campaign.
＊Collaboration with LiveRun K.K. (public relations and participation promotion)
The company's LIVERUN app allows people in different locations to connect in real timethrough running, yoga, muscle training, etc., while listening to a live trainer with earphones. This
year, with the help as a cooperation backer, CARE staff and participants were invited as guests todeliver an introductory session to the campaign on March 8, the day the campaign was launched.
In addition, on May 21, at the request of "FreeWill",Social Contribution Club of Ricoh Group in
Japan, which is participating as a walking partner, the company held a closed session for its
participants for the first time. More than 40 people participated on the day of the event, and theprogram was used as a measure to promote team participation.
＊Use of SNS and promotion of "C" photo posts
Campaign accounts of Facebook, Twitter, and Instagram, posted 5~7 days a week during the
campaign period. In addition to regular posting, Facebook held a Facebook Live event on March 7,
the eve of the campaign launch, and Instagram also held an InstaLive event on February 21 as its
first attempt. Furthermore, "Triple Donation Week" was held every month during this year's period
again. During this period, for every "C" photo posted, the special sponsor donated 300 yen to
CARE, three times the usual amount. We attempted reinforcement of the spread of campaign
information by free participation through SNS. Through these efforts, a total of 2,630 "C" photos
were posted this year via SNS.
8

＊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 4,339,559 yen worth of
donations.
[Breakdown]
For every 500 steps taken, the company donates 1 yen.
(Actual) 1,365,177,776 steps ÷ 500 steps = 2,730,356 yen
For every 100 steps taken, the company donates 1 yen (100 Steps, 1 Yen Day)
(Actual) 90,505,402 steps ÷ 100 steps = 905,054 yen
For each photo posted, the company donates 100 yen.
(Actual) 100 yen x 1,682 pieces = 168,200 yen
Donation amount 3x Week: 300 yen donated by the company for each photo posted.
(Actual) 300 yen x 948 pieces = 284,400 yen[Double the Donation] More Support Charity(Actual) 1,000 yen x 70 units = 70,000 yen
Event "Walk in Her Shoes 2022 in Kyushu" (10 yen donation for every 500 steps taken)(Actual) 9,077,429 steps ÷ 500 steps × 10 yen = 181,549 yen

9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. Preserve water sources and build water storage tanks and canals.
2. Install drip irrigation to ensure effective use of water in farmland.
3. Establish and strengthen the capacity of the Water Management Committee to maintain thedrip irrigation system.
4. 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.

10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.

11Thank you very much for your participation and support.
We look forward to working with you on "Walk in Her Shoes 2023”[Inquries about this report]
Public Interest Incorporated Foundation CARE International Japan
In Charge：Jin〒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

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