The Tap Project, as the initiative is called, is adding cities and sponsors and is going bilingual with ads in Spanish as well as English. It takes place this year during World Water Week, which begins on March 22.
The Tap Project was introduced in Esquire magazine in 2007 by David Droga, the creative chairman at Droga5 in New York. The program (www.tapproject.org) allows patrons at participating restaurants to donate $1 to Unicef each time they order free tap water with their meals rather than costly bottled alternatives.
Since its inception, the Tap Project has raised almost $1 million to support Unicef water programs in countries like the Central African Republic, Guatemala, Haiti and Togo.
The fund-raising took place only in New York the first year. In 2008, it was introduced nationally, expanding to more than a dozen other cities as additional agencies joined Droga5 in creating pro bono ads to encourage diners and restaurants to take part.
The count this time is at least 19 cities. In addition, students at the Brigham Young University Ad Lab and the Virginia Commonwealth University Brandcenter are contributing ads along with a score of agencies.
In another first, agencies that specialize in creating campaigns aimed at Spanish-speaking consumers are participating; there are three, producing work to run in Los Angeles, Miami, New York and Puerto Rico.
Teresa Elston, managing director at Grupo Gallegos, was among a group of agency executives accompanying Unicef officials to Guatemala last month to see what donations to the Tap Project had accomplished.
Source: NY Times