New York became our launch city and we created a simple logo that could be placed anywhere; any glass, bottle or menu. The city’s top restaurants became our point-of-sale channel. Targeted pro-bono media included publications featuring personal essays from world-renowned writers, prominent homepage placements on web portals and parallel installations in Time Square. The city’s collective conscience became our most effective media vehicle. Restaurant owners, celebrities, politicians and everyday New Yorkers paid to drink their city’s Tap water.

For one day in all major New York City restaurants, the least expensive menu item was the most fulfilling: because one dollar can provide a child clean drinking water for 40 days. In just one day, New Yorkers generated years’ worth of clean drinking water for the world’s children in most need.