案例库 · 产品与设计 · 产品决策 · 2024
这条还没译成中文，下面是英文原文。
Buckaroo made low-cost custom footwear so children born with clubfoot could walk.
Instead of importing expensive orthotic shoes, Buckaroo trained 4,500 local cobblers to make made-to-measure clubfoot footwear and shipped 228,000 pairs.
Buckaroo Footwear · McCann Worldgroup
那一手
Clubfoot is a congenital condition affecting thousands of children in India each year, and without support they can be left unable to walk normally. Care usually needs specialised equipment that is expensive and far from home.
Rather than bring in a costly imported shoe, Buckaroo and McCann built a low-cost kit and trained local cobblers. Each pair is made to fit the child, so the shoe is affordable and available where the child already lives.
The result is a product that is both a medical intervention and a local livelihood: cobblers get skills and income, and children get the support they need without a long, costly journey.
By 2025 more than 4,500 local shoemakers had been trained and over 228,000 pairs distributed across India, restoring mobility and independence in an underserved community.
为什么管用
- Importing expensive orthotic shoes priced the treatment out of reach; local cobblers made it affordable.
- Training local makers put the skill near the patient, so the shoe could be made to fit and re-made as the child grows.
- Making the shoe locally also created income, so the intervention paid the community back rather than extracting from it.
- The low-cost, made-to-measure design means a child can actually walk, which is the whole point of the device.
可以搬走什么
A medical product only helps if it can be made where the patient lives. Import the skill, not the shoe: rebuild the solution around local makers so it reaches those who need it.
后来呢
The campaign trained over 4,500 shoemakers and distributed more than 228,000 pairs across India, and it was recognised with a Graphite Pencil and two Wood Pencils at D&AD 2025, a Grand Prix in Design at Spikes Asia 2025, and Silver and Bronze honours at The One Show 2025.
资料来源
- McCann Worldgroup India shines at D&AD Awards 2025 with 4 wins and 3 shortlists
- McCann Worldgroup India wins a Silver, Bronze and 5 Merit awards at Oneshow Awards 2025
发现哪里写错了？告诉我们。