A step toward the future

In Brazil, 85% of amputations involve the lower limbs, and fewer than 3% of these people have access to a prosthesis. That leaves thousands of one-footed people facing, every single day, a problem the footwear industry never solved: nobody sells a single shoe. On the other side of the same equation, factories discard thousands of pairs every day over minor production flaws — shoes that are perfect, except for the one detail that keeps them off the shelf.

Our challenge was to connect these two ends and, in the process, position Sinbi - the Footwear and Apparel Industries Union of Birigui - as the protagonist of a national inclusion cause, giving rise to a solidarity network that existed nowhere else in the world.

Rather than treating one-footed people as objects of charity, we built Projeto Ímpar around a simple, powerful idea: they are not incomplete people — they are unmatched, in every sense of the word, and the market had simply never thought of them. That shift in perspective guided the brand's entire discourse, from the name to the launch narrative: “You buy shoes in pairs. What if you had to buy just one?”

From that insight, we designed a donation platform that turns a logistics problem (what to do with single shoes) into a scalable solidarity system: whoever has a left leg donates the right shoe, and vice versa — industry and civil society feeding the same network.

Press activation was spontaneous and amplified the genuine emotion around the cause, with no reliance on paid media: direct relationships with national outlets and influencers, supported by a brand film carrying the campaign tagline.

Dls/ Comunicação created the brand positioning, the naming, the launch narrative and the entire press and influencer relations strategy. Elleven Digital built the projetoimpar.com platform — the system that makes the operation run: registration for one-footed people, registration of products donated by industry and civil society, and the matching engine that pairs by shoe size, side - left or right foot - and brand.

The campaign spontaneously won over the country's biggest media outlets: Estadão, G1, R7, TV Globo, SBT, Record, Band, TV Futura, Catraca Livre — and FIESP, plus dozens of influencers, adding up to more than 8 million views in under a year since launch.

In less than a year, Projeto Ímpar had built a network of hundreds of footwear manufacturers and more than 400 registered one-footed people. In the platform's first months of operation alone, more than 2,000 single shoes had already been donated — a solidarity network unmatched anywhere in the world.