Droga5 New York ushers UNICEF's Tap Project into its 7th year with a new social campaign that turns Facebook -- the world's largest social network -- into a "water network." Held annually during March's World Water Month, the effort aims to provide clean water and sanitation to kids around the world.
The award-winning Tap Project originated as a simple request to diners at New York restaurants to pay $1 for a glass of tap water on World Water Day and eventually expanded to similar initiatives across the country. Now with the new Facebook push, those wishing to support the cause can visit the site, donate $5 via PayPal or text, and then pick two Facebook friends, who will receive water, as well as a message asking them to donate.
Facebook users thus turn into "taps," and their networks, into "pipes" carrying clean drinking water. As more and more people join the initiative, users will be able to see their "water network" grow all over the world. Celebrities Alyssa Milano, Heidi Klum, Kristen Bell, Seth Rogen, Sting and Kevin Spacey are all beginning their own networks and tweeting about the campaign.
Last year's campaign featured a simple, powerful spot directed by Brent Harris at Skunk, featuring kids all over the world thirstily gulping down a mug of water, as well as a print campaign designed by artist Tavis Coburn.