UNICEF Tap Project Encouraging Slacktivism
This month the UNICEF Tap Project promises a day's supply of clean drinking water to be given to children in need for every 5 minutes that you don't use your phone. While the project seems like a smart and easy way to spread awareness, is this type of slacktivism all that can be expected of us in today's world? Have we reached a point where we will only participate if it requires nothing from us?
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, according to their website. The UNICEF Tap Project was created in 2007 by a New York City based advertising/communications agency called Droga5 and launched on March 22, 2007 -World Water Day. The idea was to encourage individuals to donate $1 or more to go towards providing impoverished children with clean drinking water. In 2014, UNICEF launched a new version of the campaign challenging participants to go without something far less vital than clean water—their smartphones. Giorgio Armani Fragrances returns for the seventh year as a national partner of the UNICEF Tap Project through its “Acqua for Life”campaign. Today, those who access UNICEF Tap Project website through their smartphones are challenged to see how long they can go without touching their phones. The amount of time spent off the phone determines the quantity of clean water that is donated.
Image credit: UNICEF
When you put your phone down and press 'start', a timer appears, along with the challenge, "Now see how long you can go with out touching your phone." Facts begin to appear about the amount of water we typically use on a daily basis, for example, washing a load of laundry or taking a shower. Other facts concerning the need for clean water and other issues around the world. In contrast to these facts, the app reveals the average amount of text messages, Facebook updates, selfies, etc. being posted while you've been going without your phone. It would seem that UNICEF is aware of the ridiculous nature of what it is asking, and even poking fun at what we, and the rest of the world, devote our attention to. At the same time it draws attention to issues of real need around the world and encourages users to spread awareness with their friends.
After every minute a message appears thanking and encouraging you, "Keep Going! UNICEF Tap Project thanks you for going without your phone to help provide clean water for children in need." We are being praised for doing nothing. The project also creates a competitive environment, by showing us the record times that people have gone without their phones. They also encourage us to 'beat' each other's score, and in doing so feed our own egos by being a 'better' sympathizer. When you use your phone again, your results are calculated and you are given the option to share and "challenge your friends" through Facebook, Twitter, email, or text message.
It is difficult not to feel conflicted while participating, due to the fact that you are being asked to do something as trivial as not using your phone in order to provide something as vital as clean drinking water to children in need. However, the project has been a successful tool in raising awareness online and also encourages users to participate in other ways such as donations or volunteering. It is easy to be critical of a project like this, but we should ask ourselves is there any other way to get our attention?
