10 Minutes Without Your Phone Can Provide Water for a Child in Need

By Erik Oster 


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.

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