UNICEF · Tap Duel

Background

In 2007 Droga5 launched the Tap Project as a new approach to charity fundraising for World Water Week. The idea? Pay $1 for what you normally get for free: tap water. In 2010, our team was asked by UNICEF to create and prototype social media extentions to the grass-roots effort.

Process

Delivering a series of social media and media-earning ideas, UNICEF asked for a working prototype of one concept—Tap Duel: an online charity duel where facebook friends publicly bid on the price of a child’s clean water.

Outcome

In three weeks time, our team executed the prototype in time for World Water Week, allowing Facebook users world- wide to duel with their friends and augmenting UNICEF’s PR campaign.