Our idea had no existing form of media to execute it, so we created our own media. We bottled dirty water in 8 varieties (named after the most lethal water-related diseases), made a refreshment vending machine for it, and strategically launched DIRTY WATER for $1—In the high foot traffic area of Union Square, New York City. A nasty image of dirty water bottle lured the public to come closer. Shocking statistics alarmed them about the water crisis. UNICEF’s message about how “$1 provides a child with 40 days of clean drinking water” invited people to donate directly into the machine, via text message, or online.

This innovative, low cost outdoor-media/space engaged over 7.500 pedestrians, attracted local, national and international media coverage (*TV, Newspapers, Online news), and this increased the number of donations beyond all expectations. * 27.7 million viewers (TV Stations: New York 1, NY1 Español, Telemundo). The wide media exposure continues generating text message and online donations to UNICEF.