Increasing access to clean water one coin at a time.
The Brand
UNICEF has been working with the Vietnamese government to provide rural communities with greater access to safe water. It also supports the government in developing child-friendly water facilities for kindergartens and schools. These ongoing aid efforts are part of UNICEF’s contribution to the Millennium Development Goal for water and sanitation: to halve, by 2015, the proportion of people without sustainable access to safe water and basic sanitation.
The Challenge
Viet Nam has made rapid progress over the past decades. But many parts of the country have been left behind. It is estimated that nearly 17 million children in Viet Nam (52 per cent) have no access to safe water. And the figures are much higher in ethnic minority and remote areas. UNICEF is supported entirely by voluntary funds. It relies on the contributions of individuals, businesses and governments. How can UNICEF convince people that every cent counts towards helping these rural children?
"What if we can show consumers that every cent donated contributes to increasing access to clean water for rural children?"
The Thinking
The Solution
Donation Well
A donation container that helps increase access to clean water.
The agency decided to help by creating a fundraising device that will reach out to the well-heeled residents and tourists in Viet Nam. At first glance, it may look like a regular donation container. Except, there’s water in it. Designed to look like a cross-section of a well, the water level rises whenever a coin is donated into the container. At the top of the well is a boy symbolising the children who need help getting access to safe water. These collecting “wells” are used to gather donations from visitors to Unicef’s offices across Viet Nam, as well as, locations where well-off locals and tourists gather – such as boutique shops, restaurants, clubs and bars.
