A solid event experience was carefully developed to “SHOCK” spectators. To accomplish this we bottled dirty water, made a vending machine, and promoted DIRTY WATER as a NEW imported water from developing countries. We strategically placed the machine in front of the city's largest natural foods market in Union Square. UNICEF volunteers, disguised as a DIRTY WATER promotion team, stirred people's curiosity by offering them a bottle of DIRTY WATER. The promoters then revealed UNICEF’s message and invited the public to donate via text message, online, or into the vending machine. The event took place during "World Water Week"

By bringing the campaign to life and promoting it in a dynamic, one-on-one, and engaging way, this innovative, low cost outdoor-media/space, collection device, and event engaged over 7.500 pedestrians, attracted worldwide media coverage (*TV, Newspapers, Online news), and increased the number of donations beyond all expectations. * 27.7 million viewers (TV Stations: New York 1, NY1 Español, Telemundo). The wide media exposure continues generating text message and online donations to UNICEF.