At present a large chunk of world population IS still struggling for access to safe drinking water and many world bodies and non-profit organization are working to provide them access to safe drinking water. According to statistics, almost 20 percent of world’s population do not have access to clean drinking water and more than 5,000 children die every day as a result. In an effort to address this problem UNICEF had launched a direct campaign in New York to raise awareness of World Water Day and the global need for clean drinking water, while increasing donations to their water programs. The aim of the campaign was to establish a free, ever-present product into a global brand.
Advertisers decided that to brand tap water in every restaurant and bar around the world on World Water Day and sell it for a dollar, and use the money earned by it on funding safe drinking water programs of the organization. They had created a simple logo that could be placed anywhere; any glass, bottle or menu. New York Tap water was projected as the product, and the city’s top restaurants were chosen as point-of-sale channel.
The campaign met significant success as top restaurant owners, celebrities, politicians and everyday New Yorkers came out in force to pay to drink their city’s Tap water. In addition, the campaign received substantial media coverage and publicity. UNICEF declared the campaign as its most successful single initiative in the organization’s 56-year history. The initiative was decided to be repeated in 100 other cities globally World Water Day, 2009. The campaign was conceptualized and developed by DROGA5, New York. The campaign was chosen for silver winner at Cannes 2007 in direct campaign category.
Via Canneslionslive
