UNICEF Tap Project (GMMB)
The Tap Project asks restaurant patrons to donate $1 or more for the tap water they usually enjoy for free, with all funds supporting efforts to bring clean and accessible water to millions of children around the world.
For Tap DC, we launched a city-wide community art project – asking district residents to use their own creativity to help promote the Tap Project. We solicited works from the local art community and DC schools, with submissions of painting, drawing, poetry, sculpture, video, and music serving as the campaign creative. Artwork was also displayed online and showcased in a gallery exhibition. A reception and art auction kicked off a week of events across Washington, all designed to create awareness and raise funds for UNICEF.
We employed social media and influential bloggers to encourage participation in all aspects of Tap DC – including the recruitment of local crowds to meet up on the National Mall for the filming of our TV spot. Combining advertising and earned media, Tap DC garnered more than 200 million impressions. And at a time when the economy had taken a dramatic downturn, Tap DC was the only city to improve its fundraising over the previous year.
