UNICEF and Droga5 introduced a new iteration of the Tap Project last year, which let you turn your social networks into "pipes" and friends into "taps" to raise awareness about water shortages. Now, the agency, with the help of interactive production company Modern Assembly, introduces a fun challenge that manages to do some good. Turn it on on your cellphone, then put your phone down on a level surface. The longer you go without touching it or playing with it, the more resources will be donated to children in need. While you're not playing with it, the phone shows stats and information about worldwide water shortages. The idea is to show that when you can't live without something so non-essential for even a few minutes, how can kids live without the most essential resource?