U.S. Fund for UNICEF launches 2009 Tap Project to help provide safe drinking water to children worldwide
Nationwide efforts calls on supporters to donate via tapproject.org or at participating restaurants with just $1 providing enough clean water for 40 children. UNICEF Ambassador Joel Madden of “Good Charlotte” to serve as Campaign Spokesperson
NEW YORK (February 26, 2009) — After a successful nationwide expansion in 2008, the U.S. Fund for UNICEF’s Tap Project® will return during World Water Week 2009 (March 22–28). The Tap Project, a grassroots initiative to provide clean water to children around the world, invites individuals to donate $1 or more for the tap water they usually enjoy for free at participating restaurants or to make a donation at tapproject.org. Lack of clean water is the second largest killer of children under the age of five.
Now in its third year, the Tap Project will again be a national campaign with additional efforts in Canada and Puerto Rico. UNICEF Ambassador Joel Madden, lead vocalist of the band “Good Charlotte,” will serve as campaign spokesperson, following his field visits to the Central African Republic in October and November of 2008. Additionally, celebrity chefs Marcus Samuelsson and Tom Colicchio have signed on for another year to support the Tap Project.
This year’s Tap Project will kick off on Sunday, March 22nd—the beginning of World Water Week—with Water Walks. The youth and family oriented events are scheduled to take place in New York City and Chicago and, in addition to launching the Tap Project nationwide, are meant to introduce and foster a tradition of giving among young people.
“At a time when Americans are more concerned than ever about how they spend their hard earned dollars, it’s essential to know that UNICEF’s Tap Project continues to be a simple and truly affordable way to help the world’s children,” said Caryl Stern, president and CEO, U.S. Fund for UNICEF. “We witnessed unbelievable support from volunteers, restaurants and consumers last year, and are certain the 2009 Tap Project will bring even more interest, furthering our goal to reduce the number of needless child deaths to zero.”
National corporate partners this year include American Express, water technology manufacturer, The Watergeeks Laboratories and Turner Broadcasting System, Inc.
New this year, the Tap Project will seek to enhance its outreach to restaurant and dining communities by partnering with online dining sites: Seamless Web, Open Table.com and ZAGAT.com. The sites will promote the Tap Project through web banners, electronic communications to their subscribers and in the case of ZAGAT.com, build and host a microsite listing all Zagat rated restaurants participating in the Tap Project.
As with years past, participating restaurants will receive a toolkit containing materials which include all the resources necessary to execute the Tap Project by engaging customers to support UNICEF water programs by adding a donation of $1 or more per person to their bill.
Since its inception in 2007, the Tap Project has raised nearly $1 million to provide children in countries such as Belize, Cote D’Ivoire, Guatemala, Iraq, Laos and Nicaragua access to clean drinking water. In 2008 alone, the Tap Project recruited more than 2,300 participating U.S. restaurants from 44 states and over 2,200 volunteers, making it the largest volunteer mobilization effort for the U.S. Fund for UNICEF since Trick-or-Treat for UNICEF.
Twenty one of the nation’s leading creative agencies in 19 major media markets are creating pro-bono ad campaigns that will place the Tap Project on everything from t-shirts and taxi tops to billboards and major landmarks. Thirteen of the agencies involved participated in the 2008 Tap Project and are returning for a second year.
The agencies are: Droga5 and MediaVest, national; Saatchi & Saatchi, New York; Hill Holiday, Boston; Empower Media & Marketing, Cincinnati; Energy BBDO, Chicago; 1013 Integrated Branding + Production, Hawaii; TBWA\Chiat\Day, Los Angeles; Trumpet Group, New Orleans; Fishtank Brand Advertising, San Diego; Goodby, Silverstein & Partners, San Francisco; Cargo, South Carolina; Publicis in the West, Seattle; Publicis Consultants PR, Seattle; Virginia Commonwealth University’s Brandcenter, Richmond; U1 Design, Atlanta; Sukle Advertising & Design, Denver; RR Partners, Las Vegas; BYU Adlab, Utah; GMMB, Washington, D.C.; Populicom, Puerto Rico and two multicultural agencies – Groupo Gallegos, L.A. and Casanova Pendrill, New York and Miami.
Nearly 900 million people do not have access to clean water. Young children are typically the first to get sick and die from waterborne and sanitation-related illnesses—including diarrheal diseases and malaria.
UNICEF works in more than 90 countries around the world to improve access to safe water and sanitation facilities in schools and communities, and to promote safe hygiene practices. Over the past 15 years, more than a billion people gained access to improved drinking water and sanitation facilities thanks to UNICEF’s efforts. However, every day, 4,200 children die of water-related diseases. UNICEF’s goal is to reduce the number of needless deaths to zero. With $1, UNICEF can provide 40 liters of safe drinking water, which is enough to give one child safe drinking water for 40 days.
For more information or to register as a volunteer, visit www.tapproject.org
About UNICEF
For more than 60 years, UNICEF has been the world’s leading international children’s organization, working in over 150 countries to address the ongoing issues that affect why kids are dying. UNICEF provides lifesaving nutrition, clean water, education, protection and emergency response saving more young lives than any other humanitarian organization in the world. While millions of children die every year of preventable causes like dehydration, upper respiratory infections and measles, UNICEF, with the support of partnering organizations and donors alike, has the global experience, resources and reach to give children the best hope of survival. For more information about UNICEF, please visit www.unicefusa.org.
About World Water Day
In December of 1992, the United Nations General Assembly declared March 22nd of each year World Day for Water. Countries were invited to devote the day to concrete activities such as the promotion of public awareness, conferences, round tables, seminars and expositions related to the conservation and development of water resources.
For additional information, please contact:
Gina Sisco, JS2 Communications, 212.905.6263
