Unicef Tap Project—
Disconnect to Give Back
Art Director
Turn Screen Time Into Clean Water
The UNICEF Tap Project supports clean water, sanitation, and safe hygiene for children in over 100 countries. This year, we saw an opportunity to turn frequent phone use into meaningful action—creating a mobile-first way for a generation willing to give by smartphone to help children without clean water.
Global Impact, Simplified
The app was easy to start—and just as easy to forget. It struggled to hold attention or inspire repeat use.
Despite a strong concept, polished design, and meaningful purpose, the app struggled to sustain interest, encourage repeat use, or remain memorable.
The App Meaned to Stay Unused
For every 10 minutes people could go without checking their phones, UNICEF sponsors donated enough money to provide a child in need with a full day of clean water.
Designing for Repeat Engagement
We added milestone celebrations, daily goals, local participation rankings, social sharing, and a clear impact summary with next steps to transform the app from a simple endurance test into an engaging experience.
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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Designing with intention, building with purpose, and supporting long-term impact.