UNICEF 'Tap Project' by TBWA\Chiat\Day LA
TBWA\Chiat\Day LA is expanding on the initiative originally devised by Droga 5, attempting to bring people together with the common goal of providing clean water to children around the world.
Familiar project icon 'Happy Angel Water Drop' was given a voice and a personality in this year's campaign for UNICEF. The 'spokesdrop' delivers harsh realities of the water crisis with a chirpy direct voice, an arresting way to alert the public to alarming statistics.
This Los Angeles advert is promoting two methods of action, Text for Tap and Tap Project Radio. Text for Tap allows people to instantly donate $5 to UNICEF's clean water projects.