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UNICEF’s safe drinking water program the Tap Project and its partner restaurants have launched a week-long fundraiser to provide cleaner water around the world.
Canadian celebrities helped kick off the fundraiser—during which patrons will be asked to donate $1 for glasses of tap water—at a press event held at a Keg Steakhouse and Bar in Toronto yesterday. The money raised will go to provide clean drinking water to children in developing countries.
Celebrities scheduled to appear included Toronto mayor David Miller, eTalk host Ben Mulroney and Olympic rower Marnie McBean.
The Tap Project has partnered with 54 restaurants from British Columbia and Quebec, in addition to the Keg’s nationwide chain.
“Access to clean, safe water is a basic building block for children’s health and well-being, and the Tap Project is a simple way for Canadians to share the gift of clean water with children everywhere,” said Nigel Fisher, president of UNICEF Canada, in a statement.
“The Keg and other participating restaurants are helping UNICEF to reach millions of Canadians during the week of March 22. The support we have received from these restaurants is critical to the success of the Tap Project. ”
Toronto creative agency Due North Communications developed a pro bono campaign to promote the initiative. Its debut television ad shows diners in a restaurant running their fingers along the rims of water glasses, making them ‘sing.’ Text superimposed on the scene reads “Unsafe drinking water puts thousands of children at risk. But you can help.” It ends with the campaign’s tag line “Bring a glass of water to life.”
“We just thought it was such a wonderful cause,” said Karen Howe, vice-president and creative director at Due North. “We tend to gravitate towards causes that benefit children. But everybody donated their time… It’s touched a lot of people’s hearts.”
Television, print, online and radio executions will appear across national media provided free of charge by CTV, Captivate Network, Sympatico, Newad and Cineplex Entertainment, among others. Likewise, Argyle Communications will provide public and media relations support for the campaign free of charge. The fundraiser ends March 29.
The Tap Project launched in Canada last year and raised more than $300,000 through various campaigns.
