The latest iteration of Droga5’s UNICEF Tap Project (started all the way back in 2007) asks people to put down their smart phones for ten minutes to provide clean water for a child who needs it.
Across the globe, 768 million people lack access to clean drinking water and 1, 400 children die every day from diseases directly related to unsanitary drinking water. Since 1990, UNICEF has been working to provide clean drinking water to those who would otherwise lack access to it. For the past seven years, Droga5 has been helping get the word out via UNICEF’s annual Tap Project campaign.
This year, visitors to www.UNICEFTapProject.org will be met with a challenge: for every ten minutes they don’t use their mobile phones, UNICEF’s sponsor will provide one day of clean water for a child in need. Currently in its beta phase, the app from Droga5 is scheduled for official launch on March 1st. The way it works is pretty simple: once you visit the site, the app will calculate how long you spend there, with a final tally counted once you touch the mobile device again. For every 10 minutes, a donation will be made by UNICEF’s sponsors, including national sponsor Giorgio Armani Fragrances. Visitors to the site “can also learn more about UNICEF’s clean water initiatives, sign up to be a volunteer and make their own personal donation to help UNICEF provide children with clean water.”
So, if you’re reading this on your smart phone, head on over to www.UNICEFTapProject.org and then put your phone down for a while. It’s for a good cause, and you’re probably on your lunch break anyway. You can live without it for a few minutes. Credits after the jump.
Credits:
Client: U.S. Fund for UNICEF
Campaign: UNICEF Tap Project 2014
URL: uniceftapproject.org
Launch Date: March 1, 2014
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Creative: Brian Moore
Copywriter: Johan Gerdin
Chief Creation Officer: Sally-Ann Dale
Senior Interactive Producer: Justin Durazzo
Interactive Designer: Devin Croda
UX Designer: Lily Cho
Associate UX Designer: Hiye Shin
Technical Director: David Justus
Technical Lead: Joachim Do
QA Lead: Cory Savary
Head of Brand Strategy: Ted Florea
Strategist: Will Davie
Senior Data Strategist: Will Sandwick
Data Strategist: Ryan Arnold
Account Manager: Brett Niebling
Video Production: Droga5
Producer: Sam Kilbreth
Production Assistant: Goldie Robbens
Voiceover: Matt Badger
Client: U.S. Fund for UNICEF
SVP, Strategic Partnerships and UNICEF Ventures: Rajesh Anandan
SVP, Marketing and Communications: Jose Carbonell
Deputy Director, Marketing: Desma Deitz
Marketing Manager: Lauren Savage
Marketing Coordinator: Caroline Dzeba
Interactive Production Company: Modern Assembly
Co-founder / Exec Producer: Paul Aaron
Co-founder / Director of Technology: Nick Jonas
Lead Developer: Francis Villaneuva
Production Assistant: Isabella Kourieh
Game Design Consultant: Mike McCarthy