The insight: The Tap Project for World Water Day.
The UNICEF Tap Project is a fundraising initiative with the purpose to raise awareness of the global water crisis and generate support for solutions to correct it. The campaign culminated during World Water Week, celebrating the United Nations’ World Water Day, March 22. The day highlighted issues on sanitation in accordance with the International Year of Sanitation, which was established to reduce the proportion of people living without access to safe, clean water.
Restaurants that participated in the Tap Project encouraged their customers to donate 10 SEK ($1) for every glass of tap water they usually drink for free – because for every $1 raised, a child in need can receive up to 40 days of clean drinking water.