Walk in Her Shoes 2024
Let's support her future by walking.

Campaign Report (Summary)July 2024
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 ........................................... 122

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, 2024 is the 13th 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.
【2024 Campaign Overview】
PeriodFrom March 8, 2024 (International Women’s Day) to May 31st 2024 (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 8th 2023 - Feb 7th 2024)
General registration – Late entry: 3,500 yen (Feb 8th 2024 - Apr 24th 2024)
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: 2,600 yen (tax and shipping included)

2) “Participate in walking events”：
Participate in offline events hosted or co-hosted by CARE International Japan.
・Confronting Global Water and Gender Issues! “World Water Day” Charity Walk (Participation fee:
2,000 yen)・Walk in Her Shoes 2024 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" or “Water” with #歩く国際協力（Participate by posting photos on social media）：
Take a picture of “C” as in “CARE” or a picture of water and post the photo on Facebook, X, orInstagram 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) Post GPS art of “C”（Participate by posting photos on social media）：
Draw “C” as in “CARE” with GPS art and post it on Facebook, X, or Instagram with ＃歩く国際協
力. With the cooperation of special cooperation sponsors, 200 yen will be donated per post. (No charge
for participation)5) ” 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.
6) Participate in “Repost Campaign” (Participate by reposting posts on X)
Follow the official X account and repost posts eligible for the “Repost Campaign” pinned to its profile.
50 yen will be donated per repost. (No charge for participation)2）Campaign Result【Number of participants in campaigns and event (2012 - 2024）】(Excluding 1,686 entries from the photo/GPS art posting campaigns and 147 entries from theRepost Campaign)

The number of participants in the campaign was 4,043 people which is 115.3% of last year.
*2016 result includes the November 2015 Tokyo event.
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*2018 result includes the October 2017 Tokyo event.

【Breakdown of participants in campaigns and events】(Excluding 1,686 entries from the photo/GPS art posting campaigns and 147 entries from theRepost Campaign)

Breakdown of participants"Walk in Her

Price Category

General Participants

Shoes,
anytime andanywhere youwant"Walking Partners

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

New Participants (1st round)121

New Participants (2nd round)

138

Repeaters

202

Repeaters' Acquaintances

85

Start Campaign

8Students (General)

42

Students (Students Partners)

71

New Participants (1st round)963

New Participants (2nd round)83

Repeaters
Subtotal

2,767

Walking Partners

2,100

1,054

Ambassador/Junior Ambassadors

General Participants

667¥2,600￥2,100 (By group)

3

3

3

2,770

93
332

Purchase from Organize¥2,100

6

Purchase from Walking Event¥2,00015

CARE Supporting Groups¥2,50017

Others¥1,6803

Fundraising or Hold Your

466

Own Event

T-Shirts

Others

Event

19

19

Subtotal

466

19

485

"World Water Day" Sakura Chairty Walk

66

19

85

Walk in Her Shoes 2024 Special Event in Kyushu

116

116

523

523

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

Partipation by Donation¥1,00050¥2,0008¥1,5571¥2,3481¥15,2561¥16,000

1¥30,000

1¥63,000

64

1

Total

4,002

41

4,043

*"Organize and hold your own event to collect donations" was implemented by 7 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" Charity Walk. Also, the amount ￥1,557 ￥2,348 ￥15,256 ￥16,000
and ¥ 63,000 from "Participation by Donation" are donations made from "Organize and hold yourown fundraising event." The amount ￥30,000 from "Participation by Donation" is a donation
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made from "Walk in Her Shoes 2024 Special Event in Kyushu." Others are donations from those
who participated in "Walk in Her Shoes, Anytime and Any Place You Like".

【Number of steps reported (2012 - 2024)】※Target number of steps for 2024: 1.4 billion steps

Total number of step counts reported
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
02012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024

The number of steps taken was 1,348,758,251 (103.6% of last year), and it did not reach the targetof 1.4 billion steps. The number of participants in the " Walk in Her Shoes, Anytime and Any Place
You Like" campaign was 2,770, which was 102.7% of last year. The average number of steps perperson per day reported was 8,485, which was around 8,000 steps that women and girls indeveloping countries take every day to fetch water.

【Campaign income/expense Year-on-year comparison, vs. target (2024/2023)】

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2024 (year)

2023(year)

YOY(￥)

YOY

Target（￥）vs Target¥1,188,339¥888,030¥300,309

133.82%¥800,000

148.54%

Income from entry fees ¥8,971,800¥8,568,905¥402,895

104.70%¥9,567,000

93.78%¥164,161¥137,725¥26,436

119.19%¥30,000

547.20%¥5,100,000¥5,400,000¥-300,000

94.44%¥5,270,000

96.77%¥14,235,961 ¥14,106,630¥129,331

100.92%¥14,867,000

95.76%¥3,239,707¥382,343

111.80%¥3,837,500

94.39%

Balance Difference (excluding goods provided) ¥10,613,911 ¥10,866,923¥-253,012

97.67%¥11,029,500

96.23%

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

ExpenseTotal Expense ¥3,622,050

ROI（return on investment）

393.04%435.43%387.4%

Income from participation fees increased due to an increase in the number of Walking Partner
participants, which is 110% of last year, and an increase in the number of original T-shirt purchases,
which is 146% of last year. On the other hand, only corporate sponsorships fell below the previous
year's level.
Regarding expenditures, 2.3 million yen, or 63% of the total, was for the development andoperation of the step reporting system and usage fees. Other expenditures accounted for 21%(¥ 760,000) for T-shirt production, 6% (¥ 200,000) for web-based payment fees, and additional
expenditures for offline events.
【Year-on-year comparison of sponsorship, supporters, patrons and PR results(2024/2023)】＊Excluding the number of special sponsors and supporting companies for "Walk in Her Shoes 2024 in Kyushu".
2024

2023

YOY(#)

YOY

Sponsorship fee (300,000 yen or more)

9Sponsorship fee (300,000 yen or less)

5

9

0

100%

6

-1

83%

Provision of goods and services

8

9

-1

89%

Public Relations Support

15

12

3

125%

Promotion of employee participation

24

21

3

114%

Promoting University Student Participation

5

4

1

125%

15

6

9

250%

The number of Walking Partners increased by three companies over the previous year as a result ofour proposal, which was based on campaign's awareness-raising objectives and placed the highest
priority on expanding the number of corporate sponsors and employees participating. In addition,from the previous year, sponsorships were classified as special sponsorship and co-sponsorship. For
these sponsors, we promoted participation by differentiating them by printing their corporate logo
on our campaign T-shirt, and so on. However, the number of corporations participating as sponsors
was lower than that of the previous year.

3）Campaign Summary＊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 (total of 61 corporations which is anincrease by 4 companies over the previous year/14 out of 61 companies were new partners). In
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particular, the number of employees participating in the Walking Partners' participation in the "Walk in Her Shoes, Anytime and Any Place You Like," which is the most focused program,increased to 2,100 (110% of the previous year), leading to an increase in participation fee income.
The percentage of repeaters in the total number of participants also increased from 33.5% last year
to 50.2% this year. The campaign recorded a high retention rate as an annual campaign. The
number of participations of family members and acquaintances, which was attempted for the firsttime this year, was only five people.
＊Increase in the number of participants from the “Organize and Hold Your Own Event”
This year, 7 events were self-organized by participants, which increased by 2 events compared tolast year. Some large-scale events were widely publicized, such as the "Kawasaki Women's Jazz
Festival 2024" with 372 participants, bringing the total number of participants from self-organized
events to 523 (384.6% of last year’s figure), boosting the overall number of campaign participants.
＊Decrease in the number of individual participants in the “Walk in Her Shoes, Anytime and
Any Place You Like”
Despite the active implementation of the refer-a-friend campaign, team participation promotion,and offline events during the application period, the number of individual participants in the "Walkin Her Shoes, Anytime and Any Place You Like" program has reached a plateau, with both
repeaters and new participants at 91% of the previous year's level. How to increase the number ofindividual participants is an issue for the future.
＊Implementation of special projects this year
This year, the following special events were held.
① Expansion of donations from posting ”C” and “Water” 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 17 days during the period from the end of April to the end of May, the donation
amount was increased - 1 yen was donated per 100 steps and 300 yen was donated per photo. This
year, in addition to the "C," the "Water" photos were also eligible for this project.
② Repost Campaign
As a new initiative, we organized a "Repost Campaign" three times on X during the campaign
period for the purpose of spreading the campaign. 50 yen was donated for each repost.
③ Donation from posting “C” drawn with GPS art
As a new initiative, we run a project that donated 200 yen per post of “C” drawn with GPS art. For
specific seven days during the campaign, we also expanded the amount of donation to 300 yen per
post.
8④ Sales of T-shirts with original designs
To promote and raise awareness of the campaign and to improve participant satisfaction, we havepublicly solicited from the public a new design of our campaign T-shirt for the period from October
1st 2023 to October 31st 2023. Out of 24 submissions, we decided a grand-prize-winning work andprinted it on this year’s campaign T-shirt with sponsors’ logo (only those who requested it) and“Walk in Her Shoes 2024.” Two types of materials, cotton and mesh, in M and L sizes, respectively,
were available. We also offered a special discount price of 2,100 yen to Walking Partners whopurchased in bulk and to participants who self-organized a fundraising event. We produced and sold
485 pieces (145.6% of the previous year's sales).
⑤ [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,
50 units (1,000 yen per unit) were donated which is 79.4% of last year.
＊Steps reporting method ("manual input" and "automatic linkage")In regards to " Walk in Her
Shoes, Anytime and Any
Place You Like” step
counts, participants wereable to select “manual
input” or “automatic
linkage” with an app
ALKOO which one candownload on smartphones.
Similar to last year, about
76% of the participantschose “automatic linkage,”which increased from lastyear’s 67%. Although the ratio of people who responded that "the app was difficult to use" hasdecreased since the previous year because of system improvements and revisions to manuals, 20%of those who chose manual input and 10% of automatic linkage still responded "the app was
difficult to use" this year. Further improvements are expected in the future.

＊HTML for periodic communication
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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. We have renewed the contents this year and delivered such information as,with pictures, the issues related to water availability and gender in developing countries as well as
information on CARE’s work and campaigns. We also made an improvement by including
hyperlinks for more details to prevent the body of the email getting too long. For a total of 7 emailcommunication sent since the campaign started until the end of June, the open rate was 63.9% on
average, which exceeds the last year’s ratio of 56.9% (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 20th (Sat.) in collaboration. 161
people, which increased by 5 people compared to last year, participated from all over Japan. On
that day, Yoko Ito, 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.
＊Use of SNS
During the campaign period, contents were posted on social media (Facebook, X, Instagram)campaign accounts. In addition to regular posting, Facebook group for only the participants of“Walk in Her Shoes: Anytime and Any Place You Like” was established to promote a place where
they can interact and socialize with each other. Furthermore, we attempted to further spread thecampaign information through SNS with a project which sponsors donated to CARE whenparticipants posted a picture of “C” or “Water” or “C” drawn with GPS art, or reposted a post fromthe campaign account on X (no charge for participation).

＊Use of campaign sponsorship funds (donations based on number of steps, donations from"C" and “Water” photo posts, “C” drawn with GPS art, donations from the repost
campaign, and additional donations from “[Double the Donation] More Support Charity”)
Corporate sponsorships are used as a "promotion with donation" budget to promote participation.
As shown below, we were able to obtain participation equivalent to 5,277,397 yen worth of
donations with 1,348,758,251 steps, 1,833 posts on social media, and 50 units of additional
donation. Therefore, we reached the maximum amount of 5.1 million yen from sponsors as amatching donation.
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[Breakdown]
For every 500 steps taken, the company donates 1 yen.
→ (Actual) 1,073,241,888 steps ÷ 500 steps = 2,146,484 yen
For every 100 steps taken, the company donates 1 yen (100 Steps, 1 Yen Day)
→ (Actual) 275,516,363 steps ÷ 100 steps = 2,755,164 yen
For each photo posted, the company donates 100 yen.
→ (Actual) 100 yen x 882 pieces = 88,200 yen
Donation amount 3x Week: 300 yen donated by the company for each photo posted.
→ (Actual) 300 yen x 671 pieces = 201,300 yen
For each GPS art posted, the company donates 200 yen.
→ (Actual) 200 yen x 110 pieces = 22,000 yen
Donation amount up Week: 300 yen donated by the company for each GPS art posted.
→ (Actual) 300 yen x 23 pieces = 6,900 yen
For each post reposted, the company donates 50 yen.
→ (Actual) 50 yen x 147 reposts = 7,350 yen[Double the Donation] More Support Charity→ (Actual) 1,000 yen x 50 units = 50,000 yen＊Measures to improve efficiency of campaign management
Given the increasing number of participants, the application period was divided into two andstarted in December as well as last year. The entry fee for the first application period was set lower
than that for the second application period, and the preferential price for repeaters was applied only
to the first application period, in order to disperse the number of applicants. As a result, the number
of applicants from the first application period was 469, and that from the second period was 198,
which enabled us to improve the operation and the accuracy of participant support.
In addition, given the relatively high number of questions related to the initial setup of the step
count application and step count reporting throughout the campaign period, we have prepared andbegun operating a dedicated form to receive step count-related questions, resulting in a smoothercustomer service.
In regards to the corporate support, we updated the manual for walking partner representatives. In
addition, we held two different online joint information sessions prior to the campaign, and an
online debriefing session after the campaign. We also shared archived videos to effectively andefficiently share information and promote understanding among those in charge. In addition, in
response to requests from each corporate, we provided individual consultation services via e-mailand online, as well as seminars for employees.

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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 projects.
*The following "What you can do with approximately XXX yen" is just an example, and the said
amount is not directly allocated to each project in reality.

1）Timor-Leste：Atsabe Rural Development Project for Improvement of Agricultural Water
Supply System*Project Objective：
To diversify their means of livelihood, the project aims to
improve the livelihood conditions of farmers in remote villages
by cultivating vegetables during the dry season and creating anenvironment that connects farmers to markets.
*Main Activities：

1.

2.

Enable farmers to grow vegetables during the dry
season and build a foundation to connect farmers to the market for future vegetable sales
promotion.
Facilitate access to financial services of women so that they can have a positive impact onhousehold finances.

What we can do with about 1 million yen
For example, roads and bridges in a village at high risk of disaster can be reinforced or renovated.
By reducing the risk of disruption of mobility each time a disaster strikes, and by ensuring the movementof people and goods, the project can help revitalize farmers' livelihood activities.

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. Improveq management of agricultural production and family health care
3. Promote residents' understanding of entrepreneurship and microfinance services
4. Promote 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 is used as
supplementary material in elementary and junior high schools where local language textbooks are notwidely available.

123）Nepal：” Remote school facilities improvement project in
Nepal”*Project Objective：
Through the renovation of classrooms and girl-friendly
restrooms, the project aims to create a safe, high quality
learning environment for children.
*Main Activities：
1. Renovate unfinished school buildings.
2. Improve and maintain water and sanitation facilities.
3. Raising awareness – provide training to teachers and students on safe hygiene practices,
including a hygienic handling method of menstruation.
What we can do with about 2 million yen
For example, we can construct school exteriors for a high-quality learning environment, renovate waterand sanitation facilities, and train adolescent male and female students and teachers in safe
hygiene practices, including a hygienic handling method of menstruation.

4）Ukraine Crisis Humanitarian Response
We ensure the life and dignity of refugees from Ukraine toneighboring countries and internally displaced persons in
Ukraine.
*Main Activities：
1. Distribution of emergency relief supplies such as food,water, hygiene products, and cash.
2. Psychological care to alleviate trauma andpsychological 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.

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Thank you very much for your participation and support.
We look forward to working with you on "Walk in Her Shoes 2025”[Inquiries 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 ｜ www.careintjp.org

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