2009-2010 American Marketing Association
Collegiate Case Competition
Sponsored By:
Did you know that just $1 can supply a child with safe drinking water for 40 days?
The Tap Project seeks to raise vital donations for UNICEF’s water and sanitation programs. The Tap Project was born in New York City in 2007 based on a simple concept: restaurants would ask their patrons to donate $1 or more for the tap water they usually enjoy for free, and all funds raised would support UNICEF’s efforts to bring clean and accessible water to millions of children around the world.
The Tap Project has enjoyed success in creating awareness through the support of their national media partner, Mediavest, and other Ad Agency partners. The focus of this humanitarian effort has been through independent restaurants and with 3,000 volunteers (60% new volunteers) working on employee engagement and activities such as water-walks. UNICEF is looking to move beyond these current approaches and wants your ideas related to other fundraising models and potential partners. In particular UNICEF’s current challenge to AMA case teams is to develop marketing plans for the Tap Project that will generate $2 million in U.S. based financial support in the next year. In the longer term funding strategies are needed to help UNICEF reach their ultimate goal: to cut the number of people without sustainable access to safe water and basic sanitation in half by 2015.
Water is a resource that is so readily available to us, so vital for life, yet each day 4,200 children die of water-related diseases. Let’s help UNICEF reach these children.