UNICEF Tap Project campaign by The U.S. Fund for UNICEF

The U.S. Fund for UNICEF uses social media marketing with Facebook and celebrity endorsement for its UNICEF Tap Project campaign

Campaign name:  UNICEF Tap Project
Brand / Agency: UNIFEF (brand), Droga5 (advertising), MediaVest (media)
Audience:  Everyone
Duration: 26 March 2013 to 30 April 2013
Budget:  Not disclosed
Channels:  Primarily Facebook, supported with other social media and celebrity endorsement
Results:  Since 2007, the Tap Project has raised $3.5 million USD


Social Media Portal (SMP): Who is behind the campaign?

UNICEF: The UNICEF Tap Project (www.uniceftapproject.org, @unicefusa) was created by the U.S. Fund for UNICEF in 2007 in partnership with advertising agency Droga5 (www.droga5.com, @droga5) and is supported by media partner MediaVest (www.mediavestusa.com, @MediaVestUSA).

SMP: Full name of the brand?

UNICEF: The U.S. Fund for UNICEF (www.unicefusa.org)

SMP: The official campaign name and why was it chosen?

UNICEF: The official name of the campaign is the UNICEF Tap Project. It was chosen to highlight the fact that the clean, safe tap water that many of us may take for granted is not available to nearly 800 million people around the world. In fact, despite substantial progress, waterborne illnesses are the second leading cause of preventable childhood deaths in the world ? killing nearly 4,000 children under the age of five every day.


SMP: What was the start and end of the campaign?

UNICEF:The campaign launched on 06 March 2013, in advance of World Water Day on 22 March 2013 and will run through 30 April 2013.  

SMP: The target audiences of the campaign, who are you trying to reach and why?

UNICEF: The UNICEF Tap Project is a national fundraising and awareness campaign to help UNICEF provide access to clean, safe water to children around the world. By going digital through a Facebook app this year, we are aiming to engage with a wider network of donors.   

SMP: Briefly, tell us about your campaign

UNICEF: Now in its seventh year, the UNICEF Tap Project is a nationwide campaign that provides clean water and adequate sanitation to children around the world.

This year, the campaign is focused on leveraging the power of Facebook?s one billion global users, in addition to volunteer fundraising events and retail promotions from national sponsor Giorgio Armani Fragrances, to help drive awareness and funds.  

Through a $5 donation, the UNICEF Tap Project Facebook app turns the social network?s users into ?taps? and their friends into ?pipes? ready to be filled with water. With just $5, UNICEF can give one child safe drinking water for 200 days.

SMP: What are the objectives of the campaign, why is it different and why has UNICEF decided to take the campaign digital this time?

UNICEF: The U.S. Fund for UNICEF is always looking for innovative ways to reach new donors and make giving easier. We wanted to engage a wider audience this year, and Facebook was the clear choice to help make this happen.

SMP:  What are the channels, platforms and methods you?re using e.g. mobile, online advertising, social media, video etc., and why did you elect to use them?

UNICEF: In addition to the Facebook app, we are using our Twitter and YouTube channels for promotion along with volunteer fundraising efforts across the country. MediaVest is also supporting the efforts with a pro-bono ad campaign.  

An array of celebrities are also helping drive awareness by starting their own water networks or Tweeting about the campaign, including UNICEF Ambassadors Angie Harmon, Alyssa Milano and Marcus Samuelsson, UNICEF Supporters Heidi Klum and Nas, along with Judd Apatow, Kristen Bell, Jeff Bridges, Common, Kat Graham, Bridgit Mendler, Seth Rogen, Emmy Rossum, Kevin Spacey, Sting and Kate Walsh.

Partner and national sponsor of the campaign Giorgio Armani Fragrances is helping drive awareness and funds through Facebook and retail promotions, and has donated $1.3 million since 2010 to help UNICEF improve access to water for children.

SMP: What results are you achieving?

UNICEF: Since 2007, the UNICEF Tap Project has raised more than $3.5 million for water and sanitation programs benefiting children in Belize, Cameroon, the Central African Republic, Côte d?Ivoire, Guatemala, Haiti, Iraq, Mauritania, Togo and Vietnam.

SMP: How are you making the campaign social?

UNICEF: The campaign initially began as a restaurant program, asking diners in New York City to donate $1 for the tap water they would normally drink for free. This year, we chose to host the campaign on Facebook because of its unparalleled reach and easy share-ability.

By donating $5 to the UNICEF Tap Project via text message or PayPal, Facebook users can choose two friends to receive water and the opportunity to donate. Participants are then able to watch their water network grow and see the impact of their donations on the lives of children around the world.

SMP: Are there any dedicated hash tags or social media profiles for the campaign?

UNICEF: The hashtag is #tapproject and www.uniceftapproject.org will take you directly to the Facebook app.

SMP: Where can we see it?

UNICEF: For the Facebook app and more information about the campaign, visit www.uniceftapproject.org. For a video with background on the UNICEF Tap Project, please visit http://youtu.be/0N8UFT3q4xo.



SMP: Best way to contact you and elements of UNICEF Tap Project?

UNICEF replies with

Facebook
YouTube
U.S. Fund for UNICEF website
Twitter @unicefusa and Twitter hash tag #tapproject
Giorgio Armani Fragrances? Acqua for Life Facebook page



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