Nearly 300 city restaurants— including New York's top-notch Le Bernardin, Craft, Alto, Vong, and the Four Seasons—will place postcards on each table describing the NY Tap Project campaign (with images of children and water from photo agency Magnum) with a blue sticker that allows diners to write the amount of a donation. The donation can be added to the restaurant bill, or the card can be taken home and a donation can be made online or mailed directly to UNICEF.
The Tap Project was sparked by a challenge from Esquire magazine editors to David Droga, founder of New York-based advertising agency Droga5, to invent a brand out of nothing that could also be "a positive change agent."
New York, a city renowned for its clean tap water, is the first and this year's only stop for the Tap Project. Each of the participating restaurants is expected to raise $200 that day...next year, UNICEF plans to expand the campaign to U.S. cities such as Los Angeles, Chicago, Boston, and Houston—all of which, like New York, have clean tap water. And in 2009, the organization plans to take it international, to cities such as London and Paris.
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