Create awareness that there are 4,100 children that die everyday from lack of clean, safe water and how people can change this reality. During World Water Week, we’ll inspire donations by demonstrating how we can make an impact and raise $500K plus for the UNICEF Tap Project. Our target audience are new and existing donors, people with a strong sentiment for 'opportunity for all' and in creating a better life for children in need. The strategy of the campaign was to ask for donations in a non-intrusive manner so that donors are more than willing to donate to the cause.

We were looking for a simple and interesting creative solution that would engage attention and surprise people. An idea, which would make people participate without making them feel guilty.We wanted to create consciousness that a small metal piece, which people used to scratch a postcard, can fulfill the need of 40 thirsty children for a day.

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%.