I love this. I’ve donated water already. I encourage you guys to do the same. It’s easy, it’s free, it’s meaningful. And yes, it’s legit.

What is it?

For every ten minutes you don’t touch your phone, UNICEF Tap Project donors and sponsors can fund one day of clean water for a child in need. This is subject to the pledged limits from the generous donors and sponsors. That’s it.

How to participate?

Go to uniceftapproject.org ON YOUR MOBILE DEVICE.

You can start the challenge right away! As I type this, I haven’t touched my phone for 5 minutes and 14 seconds. Five more minutes and I’ve donated a glass of clean water.

Why water?

No one can survive without water, and yet 768 million people around the world do not have safe, clean water to drink. 2.5 billion people don’t have access to a proper toilet.

It isn’t just inconvenient – it’s lethal.

Every day, 1,400 children die from diseases directly linked to unsafe water or a lack of basic sanitation facilities.

(Source: http://www.unicefusa.org/)

For more information, go here.




I had my phone down this entire post. I just donated a glass of water. Go now and do it.





This ad is shot in one unedited take.

The copy isn’t brilliant in it’s language but it is very thoughtful. And this thoughtfulness  is heightened by the video. This ad works in that rare intersection of words and video that lifts it way above mediocrity.

Whether you like it or not, it is thoughtful.

How many ads today make you think? And make you linger after the 30 or 60 seconds.

And Nike can get away with this thought. If I had to distil their brand attribute, it’s more Apple than Apple. It questions the way you think about things. And since  the days of “Just Do It”, Nike has earned the right to speak to people in this manner.

Well done.

Yes, yes, I know they are a commercial entity largely selling sugared water. But I look at it this way. They can choose to run their business, in this case marketing, in one way or in another.

And I like what they are doing of late. Creating campaigns that are positive in stance and brings smiles to faces.

In fact, that is EXACTLY my vision for an entity that I am now conceptualizing called, The Joy Society. I’ll get to it this year. I’m not exactly sure when as it depends on the writing commissions and projects I receive.

But I’ve registered http://www.joysociety.com (inactive) and http://www.joysociety.org (collecting ideas).

I want to change the way people look at the world. I’m inspired largely by this verse from the Book of Philippians:

Finally, brothers and sisters, whatever is true, whatever is honorable, whatever is right, whatever is pure, whatever is lovely, whatever is of good repute, if there is any excellence and if anything worthy of praise, dwell on these things.

Good job, Coca-Cola. Shine the light, spread the joy.

Click for a larger image.

This was a campaign in Singapore from the 70s and 80s. Now, we have the opposite problem. Too few people having kids. The government’s party line is “have more kids”! They even give out monetary incentives to encourage us.

Playing God is difficult. Some things should be left to Him. In fact, all things should be left to Him.

Brilliant in it’s simplicity and it’s uncharacteristic audacity. Shows stature.