Mobile · Cause
UNICEF: Tap Project
Put your phone down to help save lives: for every ten minutes you resisted touching your phone, a sponsor funded a day of clean water for a child who needed it.
We spend a lot of the day looking at our phones. The Tap Project asked people to look away instead.
Visit the mobile site, put your phone down, and don't touch it. For every ten minutes you managed, a sponsor funded one day of clean water for a child through UNICEF. Doing nothing, for once, did something.
It turned a small act of restraint into real impact, and turned the device competing for your attention into the thing that gave it away. Recognized with a Webby Award in 2015.
Studio: Droga5, New York
Client: UNICEF
Scope: Mobile web experience, cause campaign
Recognition: Webby Award, 2015
Year: 2014