role: pitch, creative direction, UX, programming
At Modern Assembly, we built the Unicef Tap Project, a mobile website that will track a user's activity, and for every 10 minutes one doesn't use their phone, a day of clean drinking water gets donated to children in developing countries.
Between detecting user movement, user exiting, and device-sleep prevention, normalizing user input on different devices proved to be a fun & interesting challenge. I published an article on Smashing Magazine where you can read more about the process.
Press outlets immediately picked up the campaign and in combination with social channels taking it viral, we reached 1 million visits within the first 24 hours.