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Unicef’s TAP Project – a $7m FREE campaign
By James
I recently attended the 55th Annual Cannes Lion 2008 Advertising festival and saw the presentation from Unicef and their fund-raising partner David Droga of Droga5. What these guys have achieved is nothing less than…amazing.
You see, what David Droga pitched to Unicef was such a simple, yet powerful idea for raising money and awareness of the plight of people around the world who dont have clean water. Essentially, it works like this:
Restaurants in New York City (the initial launch city for the campaign) were invited to ask their customers to donate a minimum of $1 or more for the tap water they would normally drink for free with their meal. For every dollar raised, a child somewhere in the world will have clean drinking water for 40 days.
Now imagine this. If every restaurant in every major town or city in the world got behind this and did the same, unclean drinking water could become a thing of the past to those where sterlised and sanitised drinking water has been merely a dream.
So, I love this idea for its pure simplicity and scalability – two aspects of marketing and business I believe very strongly in. I also love this idea because it has united the marketing and advertising communities in ways I’ve never seen before. Since its launch in March 2008, it has leveraged over $7m of pro-bono creative fees and 1 billion FREE ad impressions online. Not bad eh?
So, if you’re any agency or work clientside, join the likes of AMEX, Esquire and Turner Broadcasting, amongst others, & get involved. Take a look at www.tapproject.org then contact Stephen @ Unicef or David Droga @ Droga5. You’ll be glad you did!
Tags: advertising, charity, TAP
