Startrite, the premium children’s shoe brand, is represented in Malta by Pharma-Cos Limited. This campaign was developed to raise awareness of the effects of ill-fitting shoes and the effects that it can have on the long term development of feet.

Like jelly in a mould, your baby’s feet can take on whatever shape they’re forced into, so shoe shapes should always match the form of the foot.

In toddlers this is wide at the toe and narrow at the heel, a shape that will change as the foot develops. This campaign reinforced the importance of education and made available a wide range of support collateral at all points of sale.