How advertising is a force of good

ADVERTISING people have long been known to apply their talent to campaigns that bring good to our world. Just off the top of my turban, David Droga's 2007 Tap Project started with 300 New York City restaurants asking patrons to pay a dollar for their tap water to Unicef. For every dollar raised, a child in need received 40 days of clean drinking water; 4,000 children under the age of five die of water-borne diseases every day.

The Unicef Tap Project today has raised more than US$3.5mil for water and sanitation programmes benefiting children in Belize, Cameroon, the Central African Republic, Cte d'Ivoire, Guatemala, Haiti, Iraq, Ivory Coast, Angola, Mauritania, Nicaragua, Togo, Laos and Vietnam. The annual campaign was created in partnership with advertising agency Droga5 and supported by media partner MediaVest.