When you’ve been creating engaging ways to motivate people who have enough water to give to people dying from the lack of it since 2007, you would expect to struggle to come up with the 8th.
Droga’s 2014 campaign for its UNICEF Tap Project is a perhaps its best. ‘How long can you go without your mobile phone?’ is a trivial but, sadly, top ten world’s biggest poser…
… which Droga5 is putting to good use.
This is the challenge: Turn on your mobile. Put it down on a level surface. Leave it there.
The longer you go without touching it – even to play Candy Crush – the more will be donated to children in need of water. While you’re not playing with your phone, it shows stats and information about worldwide water shortages. Hopefully, by trying to go without something that’s not essential to life for a few minutes you will understand how difficult it must be to go without something that is.
Giorgio Armani Fragrances is the US national sponsor of the UNICEF Tap Project for the fifth year in a row. The company will donate the funding equivalent of one day of water for a child in need every ten minutes a user goes without their phone on the UNICEF Tap Project mobile web application, up to $75,000, from March 1-31. It will also continue to donate US$5 for each Acqua di Giò and Acqua di Gioia fragrance purchased in the U.S. from March 1-31 to the U.S. Fund for UNICEF. Giorgio Armani Fragrances has pledged a minimum donation of US$500,000 during the period.
