Armani x Tap Project : Drops For Life
Turning the Like button into a donation mechanism to
provide access to safe, clean water.
Every day, 4,500 children in impoverished countries die due to unsafe drinking water. Our goal was to get people leading digital lives to think about a real world problem through their everyday interactions, so we devised a donation mechanism that turned every Facebook Like into a $1 donation, which was enough to provide a child with 40 days of safe, clean water.
Role: ECD
The Drops For Life website allowed visitors to be visualized as drops in the donation pool while the Carry A Drop mobile app gamified donations. The integrated digital campaign kicked off during World Water Week, March 20–26, and in the end, Drops For Life provided over 10 million days of clean drinking water.
