R/GA’s teamed up with Armani’s Acqua for Life initiative to benefit UNICEF’s Tap Project, which as you know was conceived in 2007 by Droga5, to generate their own awareness and action. With the $1 donation idea for TAP in mind, R/GA was tasked with coming up with integrated digital campaign and the end result is “Drops for Life,” in which users can join the cause and contribute via a Facebook “like” function.
Once a user chooses to do so, they are able to witness their donation become realized in the form of a water droplet falling from the top of the screen. The site’s interface mimics a pool of water and rises with each like, illustrating that each drop does indeed make a difference. Users are also able to see their names appear as their drops hit the water (you can see mine above). For every single drop, Armani will donate $1 to the project, which is enough to provide a child with 40 days of safe, clean water.
An app has also been created for this cause called “Carry a Drop,” which is set up like a challenge you might see on Minute To Win It that allows users to take as many steps as possible while balancing a single drop of water on the screen. Once again, every time a person plays a game and “likes” the app, Acqua for Life will donate another dollar towards TAP, which kicks off during World Water Week, March 20-26.