UNICEF challenged us to raise awareness of World Water Day and the global need for clean drinking water, while also increasing donations to their water programmes. Our vision was to turn a free, ubiquitous product into a global brand. On World Water Day, we branded tap water in every New York City restaurant, sold it for a dollar, and directed 100 per cent of the proceeds back to UNICEF. Restaurant owners, celebrities, politicians and regular New Yorkers came out in force to pay to drink their city’s tap water. UNICEF declared the Tap Project its most successful single initiative in the organisation’s 56-year history, and has committed to extending it to over 100 cities globally by World Water Day 2009.
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