Europe’s biggest footwear retailer Deichmannn, together with the UK’s leading children’s charity Barnardo’s, today launch its ‘Best Foot Forward’ charity campaign and school shoe donation scheme to support disadvantaged families and schools in deprived areas across the UK. Harnessing the market-leading retailer’s core brand values; family and trust, Deichmann has partnered with Barnardo’s to introduce a brand-first shoe donation scheme for schools across Barnardo’s network of 800 children’s services around the UK and will donate a £50,000 fund ahead of the new school term in September 2021.

After food and energy costs, buying a new pair of school shoes can be a struggle for many parents, including those accessing Barnardo’s Family Support services which last year supported over 179,000 people. ‘Best Foot Forward’ is committed to helping families start the new term with a spring in their step, particularly after an especially challenging year for many. The shoe donation scheme from Deichmann will reach 1,000 children across Barnardo’s services throughout the course of the summer. Working directly through Barnardo’s children’s services, vouchers for new school shoes will be provided to those in need to ensure a positive return to school this Autumn. An allocation of shoes will also be made available directly to families from Barnardo’s services, making them directly accessible to those most in need.

Deichmann has been announced as the headline sponsor for one of Barnardo’s flagship fundraising events, ‘The Big Toddle’ sponsored walk from June 28th – July 4th and will also support the ‘Barnardo’s 300,000 Steps Challenge’, encouraging families to help raise money and ensure every child goes back to school in September feeling confident and supported. The brand has made a further commitment by donating £50,000 directly to Barnardo’s, to distribute to its services supporting children in need across the UK . In 2019-20 Barnardo’s supported more than 358,000 children, young people, parents and carers through more than 800 services.

Member Of The Executive Board, Samuel Deichmann comments that: “We are thrilled to be partnering with Barnardo’s on this special campaign. Ever since the founding of Deichmann in 1913, a commitment to social welfare has been part of our DNA. With family and trust at the core of everything we do, the partnership with Barnardo’s felt like the perfect fit, particularly for our 20th Anniversary in the UK. The Deichmann family and the company are proud of our involvement in a number of humanitarian projects across the globe over the years. Our ‘Best Foot Forward’ campaign is the perfect chance for us to support families in need across the UK, to give back after a turbulent year for so many.”

Barnardo’s Chief Executive Javed Khan said: “The pandemic has affected everyone’s lives, but the impact on the children and young people we support at Barnardo’s has often been devastating. Children and young people are facing a multitude of challenges in the wake of coronavirus, and many families across the country are experiencing financial difficulties, often struggling to buy food, heat their homes and clothe their children. We are delighted to welcome Deichmann as the headline sponsor for our Big Toddle event. We are very grateful for their generous support, which will help us provide vital services to some of the UK’s most vulnerable children and young people, as well as making sure 1,000 of these children can start the new school year with properly fitting shoes.”

Members of the public can sign up to The Big Toddle and 300,000 Steps Challenge on the Barnardo’s