UNICEF: Tap Project
Droga5
THE MOST SUCCESSFUL YEAR IN THE TAP PROJECT'S HISTORY
For UNICEF and non-profits alike, attracting a youthful donor base has become increasingly difficult due to the rapidly evolving - and increasingly fragmented - media landscape. Focusing all efforts on mobile, then, marked a drastic and potentially dangerous shift in approach for the UNICEF Tap Project, which has historically been hugely successful for the organization in driving earned media attention, new donors and new volunteers.
This is a story of how we partnered with UNICEF to reenergize the Tap Project - a program in its eighth year...