Stay Away From Your Phone for Ten Minutes and UNICEF Will Give Water to Kids in Need

Droga5 Extends Tap Project with a Challenge

Published On
Feb 20, 2014
Put Your Phone Down

Editor's Pick

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?


Feb 20, 2014
Brand :
Client :
Agency :
Chairperson :
David Droga
Chief Creative Officer :
Ted Royer
Creative :
Brian Moore
Copywriter :
Johan Gerdin
Chief Creative Officer :
Sally-Ann Dale
Interactive Senior Producer :
Justin Durazzo
Interactive Designer :
Devin Croda
UX Designer :
Lily Cho
Associate UX Designer :
Hiye Shin
Technical Director :
David Justus
Technical Lead :
Joachim Do
Quality Assurance :
Cory Savary
Head of Brand Strategy :
Ted Florea
Strategist :
Will Davie
Senior Data Strategist :
Will Sandwick
Data Strategist :
Will Sandwick
Video Production :
Producer :
Sam Kilbreth
Production Assistant :
Goldie Robbens
Voiceover :
Matt Badger
Senior Vice President, Strategic Partnerships :
Rajesh Anandan
Senior Vice President, Marketing and Communications :
Jose Carbonell
Deputy Director, Marketing :
Desma Deitz
Marketing Manager :
Lauren Savage
Marketing Coordinator :
Caroline Dzeba
Interactive Production Company :
Modern Assembly
Co-Founder/Executive Producer :
Paul Aaron
Lead Developer :
Francis Villaneuva
Production Assistant :
Isabella Kourieh
Game Design Consultant :
Mike McCarthy

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