UNICEF: Tap Project

This case study explains how Unicef, the international children's charity, created a mobile app to engage with people aged 18-35 in the US, in its 'Tap Project', which seeks to reduce deaths from preventable illnesses caused by dirty water.

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...

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