The second iteration of the UNICEF TAP Project kicks off this week to coincide with World Water Month. The campaign will build on the success of last year’s web-based mobile app, which engaged 2.6 million consumers to help UNICEF provide clean, safe drinking water to children by putting down their cell phones. 

New York based, Modern Assembly, who handled the development of last year’s campaign, was assigned full creative duties this year.  The U.S. Fund for UNICEF tasked Modern Assembly with evolving last year's browser-based mobile application into an evergreen fundraising tool with new features. This year's app will feature multiple sponsors, including Giorgio Armani Fragrances, S’well®, and UNICEF’s Next Generation group of young entrepreneurs.

The new app includes features that encourage individuals to spread the word about the campaign amongst their social networks. For example, app users will be encouraged to challenge their friends to go longer then they have without touching their phones. Friends who are not able to stay off their phones long enough will be asked to make a financial contribution.