Famous families lead Deichmann’s ‘Best Foot Forward’ school charity campaign to raise awareness of shoe poverty in the UK with Barnardo’s

Europe’s biggest footwear retailer Deichmann has teamed up with some of the UK’s best-loved famous faces and their families to launch its ‘Best Foot Forward’ charity campaign and school shoe donation scheme.

Throughout summer, Deichmann will be supporting leading children’s charity Barnardo’s to help disadvantaged families across the UK and raise awareness on shoe poverty ahead of the new school term in September. The brand has set up its UK-first school shoe donation scheme to provide a brand-new pair of school shoes to 1,000 children across the UK and has donated £50,000 to Barnardo’s to give to underprivileged schools across its network and will also support a number of fundraising activities throughout the summer.


Recreating the nostalgic first day at school family photo to help raise awareness and bring the campaign to life, celebrities include: Queen of the Jungle Jacqueline Osborne, her husband Dan Osborne, and their children Mia & Ella; Mummy Diaries star Samantha Faiers, her partner Paul Knightely and their children Paul & Rosie; and I’m A Celebrity & X Factor contestant Jake Quickenden, his partner Sophie Church, stepson Freddie and newborn Leo. All families, including parents, are wearing Deichmann shoes from its latest collections.

With family at its heart, the campaign is shot by leading fashion photographer Harleymoon Kemp, daughter of musician and actor, Martin Kemp & singer Shirlie Kemp. 

By capturing a moment in time that will resonate with families across the UK, the campaign hopes to raise awareness and encourage members of the public to create their own ‘Door Step Portraits’ and take part in the exciting fundraising activities planned over summer, including Barnardo’s ‘The Big Toddle’ sponsored walk in June and the 300,000 Steps Challenge.

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