Unicef Water Project Harnesses Celebrities and Social Media

The Unicef Tap Project, which raises funds annually to provide clean water for children around the world, is bolstering both star power and social-media utility in this year’s campaign, writes The New York Times.

Droga5, a New York advertising agency that has worked on the project since its 2007 launch, created a special Facebook app that lets users donate, open a “tap,” and notify friends on the social network about the cause. The effort marks the first time the Tap Project has used social media as the primary tool to spread its message.

The campaign has also enlisted far more celebrity support than in past years, with Angie Harmon, Heidi Klum, Nas, Jeff Bridges, and other stars creating their own Facebook “water networks” or posting on Twitter about the project. Their activity will be visible on the Tap Project’s Facebook page.