1. Go without your phone

2. 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

3. 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.

4. 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

5. 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.

6. 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.

7. How the App works

8. 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.

9. The Donation Part

10. Results

11. Results
As the campaign
commenced in
March,2014,
noteworthy
results are as yet
awaited.

12. Learning & Conclusion
Making an emotional connect with the target audience
which spurs them on to actively participate is the key to any
campaign.

13. Learning & Conclusion
Going the digital
way with
interactive apps is
most effective
channel to
communicate with
the developed
world