The UNICEF Tap Project campaign was inspired by vintage propaganda posters. Instead of pushing the ideas of patriotism and war, this ad campaign urges people to drink water more responsibly, namely through taps instead of bottles. By doing so, people will be able to help bring clean and safe drinking water to children in need.
Conceived and executed by Droga5, an ad agency based in New York, United States, the UNICEF Tap Project campaign specifically promotes paying one dollar for tap water in restaurants between March 19th and March 25th. That dollar will go towards a greater cause, which hopes to create "a world where zero children die from water-related diseases," as stated in the ads.
The UNICEF Tap Project campaign was illustrated by American artist Tavis Coburn, who is influenced by the '40s, '50s and '60s.
Propaganda Poster Drinking Ads
The UNICEF Tap Project Campaign Promotes Paying for Tap Water
Trend Themes
1. Vintage-inspired Advertising - Exploring vintage aesthetics and themes in advertising campaigns can create a unique and engaging way to promote a cause or product.
2. Social Responsibility Marketing - Incorporating social responsibility into marketing campaigns can help raise awareness and support for important causes, while also driving consumer engagement.
3. Promoting Sustainable Solutions - Encouraging consumers to adopt sustainable practices, such as drinking tap water instead of bottled water, can contribute to environmental conservation and public health improvement.
Industry Implications
1. Advertising - The advertising industry can leverage vintage-inspired aesthetics to create impactful campaigns that resonate with audiences and drive brand loyalty.
2. Nonprofit and NGO - Nonprofit and NGO organizations can utilize social responsibility marketing to amplify their message and encourage action from the public.
3. Utilities and Water Services - Water utilities and service providers can collaborate with social initiatives to promote the benefits of tap water and drive behavior change towards more sustainable water consumption.