The UNICEF Tap Project Gives New Reason for Digital Detox: Clean Water for Children

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Feb 24, 2014, 10:06 ET

NEW YORK, Feb. 24, 2014 /PRNewswire-USNewswire/ -- This year, the UNICEF Tap Project is launching a new mobile experience that challenges Americans to put down their cell phones to help save children's lives. The longer someone goes without touching their smartphone after activating UNICEFTapProject.org, the more money will be donated to help UNICEF provide clean drinking water to children.

Globally, 768 million people do not have safe, clean water to drink, and more than 2.5 billion people live without a proper toilet. The lack of these basic necessities is not merely inconvenient—it can be lethal. Every day, an estimated 1,600 children under five die from diarrheal diseases; nearly 90 percent of these deaths are linked to water, sanitation and hygiene. With $1, UNICEF can provide one child with access to safe, clean water for 40 days.

"Some of us can't go for more than a few minutes without checking our cell phones. Imagine what it's like to go days—or longer—without safe drinking water," said Caryl Stern, President and CEO of the U.S. Fund for UNICEF. "That's the reality for millions of children around the world who don't have the luxury of just turning on the tap, who have to walk miles to get the nearest water source."

For every ten minutes spent on the UNICEF Tap Project mobile experience, Giorgio Armani Fragrances and other donors will provide the funding equivalent of one day of clean water for a child. Once the cell phone is touched after activating the mobile web app, the site calculates the time spent and impact of the effort. Throughout the process, the app also provides facts about water access and record times set by other users in the same state. Through the site, individuals can donate or sign up as volunteers to support UNICEF's clean water and sanitation programs for children. To view or download a video about this year's campaign, visit: http://youtu.be/Wetbh84MGOc

Giorgio Armani Fragrances is returning for the fifth year in a row as the national sponsor of the UNICEF Tap Project and will donate a minimum of $500,000 to support this year's campaign. Through its Acqua for Life campaign, Giorgio Armani Fragrances will donate $5 to the U.S. Fund for UNICEF for each Acqua di Giò and Acqua di Gioia spray cologne or gift set purchased in the United States in March. Since 2010, the company has donated $1.8 million and raised awareness to help UNICEF improve access to safe, clean water for children worldwide.

UNICEF works in more than 100 countries around the world to improve access to safe water and sanitation facilities in schools and communities and to promote safe hygiene practices. Since 1990, thanks to the work of UNICEF and its partners, more than 2.1 billion people have gained access to clean drinking water.

The UNICEF Tap Project has raised nearly $4.5 million for UNICEF's water and sanitation programs in Belize, Cameroon, the Central African Republic, Nicaragua, Côte d'Ivoire, Guatemala, Haiti, Iraq, Mauritania, Togo, and Vietnam.

The annual campaign was created with founding partner Droga5 and is supported by media partner MediaVest.

About UNICEF
The United Nations Children's Fund (UNICEF) works in more than 190 countries and territories to save and improve children's lives, providing health care and immunizations, clean water and sanitation, nutrition, education, emergency relief and more. The U.S. Fund for UNICEF supports UNICEF's work through fundraising, advocacy, and education in the United States. Together, we are working toward the day when zero children die from preventable causes and every child has a safe and healthy childhood. For more information, visit www.unicefusa.org.

SOURCE U.S. Fund for UNICEF