UNICEF

Information / Credits

In 2007, in support of World Water Day, a grassroots initiative was born out of Droga 5 New York based on a simple concept: New York restaurants would ask their customers to donate $1 for the tap water they usually enjoy for free, and all funds raised would support UNICEFs efforts to bring clean and accessible water to millions of children around the world. TBWA\Chiat\Day LA first got involved in 2008 when the initiative expanded different agencies in different cities across the US came together and spread the word by developing local campaigns to promote the initiative. Now in its third year, the goal of LA Tap efforts is to bring Angelenos together to make a difference through a simple, common need providing clean water to children who need it most. The idea of the angel water drop was born from this idea and has been the central icon of the campaign since year one. For this years campaign we held on to the TAP Projects familiar icon, a cheery blue water drop with a halo and wings, but we gave it a personality and named it Happy Angel Water Drop. Then we expanded its role to spokesdrop. Todays audiences become adept at tuning-out typically solemn requests for charitable aid. Happy Angel Water Drop breaks through their filters by delivering the harsh realities of the World Water Crisis with a chirpy directness that people are not used to. Hearing such alarming statistics in an upbeat way might make some uncomfortable, illustrating a larger point; when it comes to the sad truths of the World Water Crisis, Theres no good way to say it. The Los Angeles campaign primarily focuses on two call-to-action messages: Text for Tap and donate at tapprojectradio.org. Text for Tap allows Angelenos to immediately donate $5 to Unicef clean water projects. Tap Project Radio offers two weeks of unique content in exchange for a donation. The radio schedule will feature celebrity guest DJs playing their favorite music, as well as interviews with Unicef ambassadors and in-field staff who have recently been to Haiti to aid relief efforts. Text for Tap: text tap to Unicef to donate $5 Tap Project Radio: hear and donate at tapprojectradio.org

LA Tap 2010 Credits TBWA/Chiat/Day LA Creative: Chris Adams, Group Creative Director Margaret Keene, Group Creative Director Ken Pappanduros, Associate Creative Director/Copywriter Chris Lynch, Associate Creative Director/Art Director Paulo Cruz, Art Director Justin Horrigan, Copywriter Account: Kelly Tholke, Account Supervisor Meghan Tucker Shannon Franqui, Account Director Haley Boyan, Assistant Account Executive Planning: Brad Filice, Planner Tracy Sheerin, Planning Director Digital Production: Katie Case Broadcast Production: Jane Krull, Producer Chris Spencer, Producer Terry Miglin, Producer Alicia Portner, Assistant Producer Broadcast Business Affairs: Jill Durand, Sr. Broadcast Business Affairs Manager Linda Daubson, Director of Business Affairs Laura Drabkin, Business Manager Print Production: Jim Juback, Print Project Manager Aliza Grover, Print Production Manager Holly McGalliard, Print Project Manager Katherine Howells, Proofreader Jennifer Tranbarger, Studio Artist Rubi Mendoza, Studio Artist OMD: Ed Kernan Ali Sammour Jessica Chow, Interactive Media Christian Browne, Print Media Cathy Karaswa, Radio Media