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.