UNICEF TAP PROJECT

To generate awareness and donations for the world water crisis, we created a mobile experience that challenged people to see how long they could go without touching their phones. Every 10 minutes someone sustained from touching their phone, a corporate sponsor donated one day of clean water to children in need.

CONCEPT DEV & COPYWRITING FOR UNICEF

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THE REACH: 
2.5 million people went a total of 250 million minutes without their phones, raising a total of $1.6 million, making it UNICEF's most successful campaign-based fundraising effort to date.

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KEY INFO
Year: 2015
Role: Concept & Copywriting
Client: UNICEF
Agency: Droga5

FRIENDS & ENEMIES
Brian Moore – Concept & Art Direction
Devin Croda – Graphic Designer
Justin Durazzo – Interactive Producer
Modern Assembly – Development

RESULTS & FURTHER READING
2.5 Million users
250 Million minutes gone without phones
$1.6 Million raised
Webby Award Winner
Ad Age Top Campaigns of The Century 
FWA Mobile of The Day
FWA Interview

Time Magazine
Today Show
Washington Post
Wired





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