In case you don't know David Droga's Tap Project, it's basically a scheme whereby, for one day, restaurants ask customers if they'd like to pay a dollar for a glass of the local tap water. Droga hatched the idea with the aim of helping Unicef provide clean water to the hundreds of millions of people around the world who don't have it. In its first year, only in New York, Unicef estimates it raised $6 million. Next year it'll roll out in more cities. Wieden & Kennedy has already volunteered to execute the scheme in Portland, Ore., Goodby in San Francisco, and Leo Burnett in Chicago. R/GA will bring an overarching digital component to it. Taxi is ready to take it to Canada and Dentsu wanting to implement it in Japan. Mayors and governors are getting involved. Marketers are standing by to become global sponsors. Unicef is already describing it as its biggest project in 60 years.

"Wouldn't it be amazing if, through our reach, creativity and networks of contacts, we could really change access to clean drinking water all over the world? Our industry will be able to say, 'We, the ad industry, did that,'" said Droga

Submitted by aki - 2007-08-18 08:59:55
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Tags - good planningforgood tapproject

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