TAP Project
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It’s not very often in this industry that we get the chance to work on a brand or product that truly makes a difference in the world. Or in people’s lives. And as students, we rarely get the chance to create work that gets produced. Outside the walls of 103 South Jefferson that is. I’ve been lucky enough during my two years as a Brandcenter student to work on a brand that literally saves lives. Children’s lives. Thousands of them, in fact. Increasingly more each year. Some of those because of our efforts. Just in case that wasn’t enough incentive to work on this brand, I’ve also been able to help bring a tremendously meaningful creative campaign to life. Twice. In 2007, David Droga presented his idea of the Tap Project to UNICEF. And they immediately jumped on board. His idea was simple. But, in my opinion, brilliant. He proposed that during World Water Week in New York City, restaurants would ask their patrons to donate one dollar for tap water. Water that they’d normally receive for free. And, in return, the money raised would go to countries all over the world, where clean water is not available. Where their lack of clean and accessible drinking water is a leading cause of death, especially in children. Water that most of us take for granted. One dollar is actually enough to provide a child with clean drinking water for 40 days, or to give 40 children clean water for one day. The Tap Project’s initial launch in New York was so successful that in 2008 other cities were asked to join in the efforts. One of those cities happened to be Richmond, VA. More specifically - The VCU Brandcenter. Most cities that work on the Tap Project have agencies creating their campaigns. I think it says a lot about the caliber of our program and our students that the Brandcenter was chosen as Richmond’s ‘agency.’ And I couldn’t be happier, prouder or more grateful for the opportunity. For the past 3 years, the sole focus of Tap has been on the participating restaurants, and driving people to them during World Water Week. And for us, that meant focusing on Richmond. However, this year we were tasked with a new challenge: UNICEF asked us to come up with additional fundraising tactics that could live beyond the restaurants, and if we wanted - beyond World Water Week. In true Brandcenter fashion, we accepted this challenge and went to work. We’ve certainly had our share of obstacles in the process, but we couldn’t be happier with what we’ve created. Or the pos- sibilities that lie ahead. This year’s ‘There’s Hope in Rain’ campaign is inviting people all over the country to donate $1 for every inch of rain that fell in their city in the past 30 days. We’ve produced a number of different print and promotional executions that drive people to our website: www.hopeinrain.org. On our site, people can choose their city, or the one closest to them. They are then shown the rainfall (in inches) over the last 30 days and given the opportunity to donate accordingly. Our main goal is to put a positive spin on what’s usually considered to be bad weather. We may not be able to control or predict the weather, but we’d like to make it count. With your help, of course. By not only achieving the objective that UNICEF set for us, but surpassing it, we’ve given Tap the opportunity to live beyond the restaurants and have a much greater reach than just Richmond. By encouraging people to donate their city’s rainfall to a greater good, we’ve begun a nationwide movement. Our campaign instills hope in April showers this year. We are giving them the power to send clean, accessible drinking water to children in Togo, Central African Republic, Vietnam, Guatemala, & Haiti. And it’s a great feeling! 2010 Richmond Tap Project Team: Kendall Beveridge CBM / Albert Kugel CBM / Ryan Gallagher CS / Maureen McFee CT / Sharon Showalter CT / Grace Harris CW / Sarah Inglis AD & 1st Year Students: Jack Inscoe CT / Abbey Dethlefs CBM / Vasili Upensky CBM / Danny Shepelwich CS SOCIAL NETWORKING In addition to a variety of print and promotional executions, we created a twitter page to create buzz about our campaign and start soem conversations. We also set-up the ability to tweet and post to your facebook wall directly from our site.
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The Richmond, Virginia Tap Project Campaign I assisted on.
Transcript of TAP Project
I t ’s not ver y of ten in th is industr y that we get the chance to work on a brand or product that t ru ly makes a d i f ference in the wor ld . Or in people ’s l ives . And as students , we rare ly get the chance to create work that gets produced. Outs ide the wal ls of 103 South Jefferson that is .
I ’ ve been lucky enough dur ing my two years as a Brandcenter student to work on a brand that l i tera l ly saves l ives . Chi ldren’s l ives . Thousands of them, in fact . Increas ingly more each year . Some of those because of our ef for ts . Just in case that wasn’ t enough incent ive to work on th is brand, I ’ve a lso been able to help br ing a tremendously meaningfu l creat ive campaign to l i fe . Twice.
In 2007, Dav id Droga presented h is idea of the Tap Pro ject to U N I CEF. And they immediate ly jumped on board. His idea was s imple . But , in my opin ion, br i l l iant . He proposed that dur ing Wor ld Water Week in New York Ci t y , restaurants would ask their patrons to donate one dol lar for tap water . Water that they ’d normal ly receive for f ree . And, in return , the money ra ised would go to countr ies a l l over the wor ld , where c lean water is not ava i lab le . Where their lack of c lean and access ib le dr ink ing water is a leading cause of death , especia l ly in chi ldren. Water that most of us take for granted.
One dol lar is actual ly enough to prov ide a chi ld with c lean dr ink ing water for 40 days , or to g ive 40 chi ldren c lean water for one day. The Tap Pro ject ’s in i t ia l launch in New York was so successfu l that in 2008 other c i t ies were asked to jo in in the effor ts . One of those c i t ies happened to be Richmond, VA. More speci f ica l ly - The VCU Brandcenter .
Most c i t ies that work on the Tap Pro ject have agencies creat ing their campaigns . I th ink i t says a lot about the cal iber of our program and our students that the Brandcenter was chosen as Richmond’s ‘agency.’ And I couldn’ t be happier , prouder or more gratefu l for the oppor tuni t y .
For the past 3 years , the so le focus of Tap has been on the par t ic ipat ing restaurants , and dr iv ing people to them dur ing World Water Week. And for us, that meant focusing on Richmond. However , th is year we were tasked with a new chal lenge: U N I CEF asked us to come up with addi t ional fundra is ing tact ics
that could l ive beyond the restaurants , and i f we wanted - beyond Wor ld Water Week.
In t rue Brandcenter fashion, we accepted th is chal lenge and went to work . We’ve cer ta in ly had our share of obstacles in the process , but we couldn’ t be happier with what we’ve created. Or the pos-s ib i l i t ies that l ie ahead.
This year ’s ‘There ’s Hope in Rain ’ campaign is inv i t ing people a l l over the countr y to donate $1 for ever y inch of ra in that fe l l in the i r c i t y in the past 30 days . We’ve produced a number of d i f ferent pr int and promot ional execut ions that dr ive people to our websi te: www.hopeinra in .org . On our s i te , people can choose their c i t y , or the one c losest to them. They are then shown the ra infa l l
( in inches) over the last 30 days and given the oppor tuni t y to donate accordingly . Our main goal is to put a pos i t ive sp in on what ’s usual ly cons idered to be bad weather . We may not be able to contro l or predict the weather , but we’d l ike to make i t count . With your help , of course .
By not only achiev ing the object ive that U N I CEF set for us , but surpass ing i t , we’ve g iven Tap the oppor tuni t y to l ive beyond the restaurants and have a much greater reach than just Richmond. By encouraging people to donate their c i t y ’s ra infa l l to a greater good, we’ve begun a nat ionwide movement . Our campaign inst i l l s hope in Apr i l showers th is year . We are g iv ing them the power to send c lean, access ib le dr ink ing water to chi ldren in Togo, Centra l Afr ican Republ ic , V ietnam, Guatemala , & Hai t i . And i t ’s a great fee l ing!
2010 Richmond Tap Project Team: Kendal l Beveridge CBM / Alber t Kugel CBM / Ryan Gal lagher CS / Maureen McFee CT / Sharon Showalter CT / Grace Harris CW / Sarah Ingl is AD & 1st Year Students: Jack Inscoe CT / Abbey Dethlefs CBM / Vasi l i Upensky CBM / Danny Shepelwich CS
SOC IAL N ETWORK I NG
In addition to a variety of print and promotional executions, we created a twitter page to create buzz about our campaign and star t soem conversat ions. We also set-up the abi l i t y to tweet and post to your facebook wal l direct ly from our si te.
