Is #WITHOUTSHOES the #IceBucketChallenge of the season?

TOMS, the social justice-minded shoe company, has started a new social media campaign.

For every Instagram featuring bare feet with #WITHOUTSHOES, TOMS will give a new pair of shoes to a child in need. No shoestrings attached, no purchase necessary.

TOMS, which donates a pair of new shoes for every pair purchased, is trying to help raise awareness for children's health and education. The brand demonstrates how important a pair of shoes can be in getting children to school, protecting them from disease and keeping people active, especially in impoverished communities.

So far, almost 22,000 Instagram users have shown off their bare feet for the Internet-- on the beach, at home or in some pretty unusual places.

Pedicure or not, your feet can help those in need!

TOMS will donate up to 1 million pairs of shoes through May 21st.