Go without your phone

Introduction

• UNICEF (United Nations International Children's Emergency

Fund) provides long-term humanitarian and developmental

assistance to children and mothers in developing countries.

• Activities include providing lifesaving nutrition, clean water,

education, protection and emergency response to children

around the world.

• Was created by the United Nations General Assembly on

December 11, 1946, to provide emergency food and healthcare

to children in countries that had been devastated by World War II

Introduction

• UNICEF relies on contributions from governments and

private donors

• Total income for 2008 was $3,372,540,239.

• Calls for the day when the world can roll back the

number of children dying daily from preventable causes

from 18,000 to zero.

Situational Analysis

More than 750 million people in the world do not have safe, clean

water to drink

More than 2.5 billion people live without a proper

toilet

Every day, nearly 2,000 children

under the age of five die of water-borne diseases.

The developed world does not understand the gravity of this

situation

With just one dollar, a child can receive water for

40 days

Objective of campaign

The UNICEF Tap Project is a nationwide

campaign that aims to provides clean water and

adequate sanitation to children around the world.

UNICEF hopes to remind everybody that the

hardship of not being able to grab your phone

when it’s beeping with notifications doesn’t begin

to compare with not having basic access to

amenities like clean water.

Strategy & Execution

To take part in the challenge users have to:

1. Visit uniceftapproject.org or open the UNICEF

tap project app on their phone.

2. Begin the challenge to see how long they can

go without their smartphone.

3. Donate to provide even more clean water to

kids. Just $1 can provide 40 days of clean water.

How the App works

Strategy & Execution

The sponsor behind this

project, Giorgio Armani, will

donate the equivalent of one

day of clean water to a child in

need every time a user in the

UNICEF web app goes 10

minutes without touching their

phone.

The Donation Part

Results

Results

As the campaign

commenced in

March,2014,

noteworthy

results are as yet

awaited.

Learning & Conclusion

Making an emotional connect with the target audience

which spurs them on to actively participate is the key to any

campaign.

Learning & Conclusion

Going the digital

way with

interactive apps is

most effective

channel to

communicate with

the developed

world