Unicef Tap Project

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.

A Simple Interaction with Global Impact.

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 Designed Not to Be Used

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.

Turning Everyday Habits into Collective Impact

By connecting a small everyday behavior to a meaningful global cause, the project demonstrated how mobile-first design and behavior-driven interaction can convert awareness into large-scale participation. The campaign also showed that the simpler and more actionable the ask, the greater the collective impact.