Unicef Tap Project—
Disconnect to Give Back
Art Director
Turning Screen Time into Clean Water
With millions of people checking their phones hundreds of times a day while millions of children lack access to clean drinking water, research revealed an opportunity to transform everyday mobile behavior into meaningful action—especially as 84% of nonprofit donation pages were not optimized for mobile and millennials showed strong willingness to donate via smartphone.
Global Impact, Simplified
The simple interaction proved highly effective. Participants collectively contributed over 260 million minutes of phone-free time, generating millions of days of clean water for children in need while driving global awareness around water scarcity and digital habits.
The App Meaned to Stay Unused
The eighth iteration of the UNICEF Tap Project introduced an unexpected solution: an app designed not to be used. The concept reframed mobile behavior by turning the act of not checking a phone into a charitable action.
2.6M+
Participants
Joined the Challenge
260M+
Phone-Free Minutes
Logged by Users
$1.6M+
Raised
For Clean Water Programs
Million+ Days
of Clean Water Provided
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