We created an interactive piece that motivated people to reach into their pockets for a coin and scratch the postcard.

We chose one of the premier shopping destinations in Los Angeles, CA – Third Street Promenade in Santa Monica. There, UNICEF volunteers handed out postcards to passerbys and invited them to participate in scratching off the postcard. People would approach them to participate, expecting to win something and after scratching they discovered that instead of winning a prize, what we were asking for was a donation.

Awareness of the lack of clean water to children around the world was created. Although final donation amounts have not been confirmed, over $700,000 have been donated to the UNICEF Tap Project, which represents clean water for 28,000,000 children.

A personal relationship was built with every person that scratched the postcard as they saw first-hand how a coin could make a difference. In the days following the event, visits to the site increased by about 11%.