This is a great on-the-ground effort by UNICEF for its Tap project. 2 billion people lack access to clean water. A staggering statistic that is, unfortunately, completely unemotional.
It’s not the vastness of the number that resonates. It’s the effect it has on each one of those individuals. UNICEF’s Dirty Water vending machine with its eight disease flavors is the difference between a gimmick and a bring-it-on-home illustration.
It’s also a great example of how a local live event — appears to have been launched with a single event in NYC’s Union Square (right across from a Whole Foods!) — can generate great earned PR and viral buzz while sidestepping traditional media. The final button on the promo video is a little too Sasha Baron Cohen in its fun-making of unsuspecting individuals, but we forgive, because both the idea and execution are smart as hell.
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