UNICEF Tap Project

The campaign was launched to provide drinking water to children in Africa for 40 days. Droga5 was a new agency at the time and they needed to make themselves look reputable. The project coincided with World Water Day, so the campaign fit the event. It was a $1 donation for the restaurants tap water on the bill.

New Ways In Media

UNICEF used celebrities as spokespeople for the campaign. After Sarah Jessica Parker announced the campaign, people started to donate money. UNICEF utilized her celebrity status to spread the word.

Impact on Future Campaigns

Huge brand names followed UNICEF's original idea. This is evident whenever you go to anywhere and get asked to donate to charity. UNICEF started to whole idea of having values and missions behind the brand name.

Connecting with the People

The campaign connected so well with people because to the average person, an extra dollar at a meal is meaningless. A lot of people did it and so the organization raised more than $2.5 million. UNICEF used social media and the Sacramento Kings to gain publicity and have the Kings fans not only meet the players, but also take part in the mission.

Comment Stream

2 years ago
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If I was to bring back this campaign in a new way I would make a hashtag because everyone loves a good hashtag. They help make things interesting and much more famous. -Taylor Nelson

2 years ago
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I think that they should do a hashtag too. But then maybe advertise on other social medias.

2 years ago
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I completely agree with @tnelson5 about creating a hashtag for this campaign, and I also think that if I were to bring back this campaign I would advertise on instagram by having celebrities instagram photos related to the campaign, to get celebrities even more connected to it.

2 years ago
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I agree with taylor, bringing around new techniques of social media will get it trending and involvement will grow in the campaign. If it trends it can be seen in so many other places and the cause will be spread across the world. -Stephanie Friedman

2 years ago
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@justinpitlik also on Facebook as well so that they would get it more promoted on every way possible.

2 years ago
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I agree that of they brought Unicef to social media it would become a lot more popular and more people will be aware.

2 years ago
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It was funny and also something new that people haven't seen as a new tactic for catching people's attention.

2 years ago
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I personally connect with the unicef campaign because I've actually took part in it! I think it's a great way to reach out to people because you can easily donate on your phone by not using it and then a child gets a glass of water for every 15 minutes you don't touch your phone. Easy enough right? - Jackie Musick

2 years ago
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If I worked on the marketing team I would try to schedule a way for people to meet these celebs and talk about it to appeal to teens.

2 years ago
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@ashwindandapani I agree that people should make appointments for them to meet them and also interact on social media