Casanova Pendrill launches integrated effort for UNICEF Tap Project.

Casanova Pendrill has launched a new integrated marketing communications campaign for the UNICEF Tap Project, a grassroots initiative to provide clean water to children around the world.

From Sunday, March 21 through Saturday, March 27, 2010 (World Water Week), the UNICEF Tap Project will encourage Americans to donate to the cause by: visiting participating restaurants and paying $1 or more for a glass of tap water, texting the word “AGUA” to UNICEF (864233) to make a $5 donation, or online at www.tapproject.org.

Casanova Pendrill (CP) created an integrated campaign urging Latinos to donate to this worthwhile cause appealing to their emotions and explaining the dire needs associated with the global water crisis. The campaign includes TV, Radio, Print, Digital, as well as experiential events.

“We’re thrilled to be part of this wonderful initiative for the second year in a row,” said Ingrid Otero-Smart, President/CEO of Casanova Pendrill. “ This is a great way to give back by helping children around the world and a way to showcase our creativity in a new light”.

A street-level experiential campaign is planned for Los Angeles and New York, with impactful, innovative events, such as placing drinking straws in heavy traffic areas where the water is less than desirable to drink. Volunteers will be on hand to provide information on the UNICEF Tap Project and explain how they can help by donating. Other stunts are also planned for World Water Week to spur people into action.

Casanova Pendrill tapped into its resources to create the pro-bono campaign and reached out to its partners to implement the efforts.

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Participating vendors and agencies supporting the efforts include:

AOL Latino
AZ Sound Engineering
Azteca America
Catatonia Giraldi- TV production
Circus Maximus Films
Citadel Radio
CNN
Consorte Media
Corporate Images
Davant-Garde
Discovery en Español
Emoto- music
EPMG (Ethnic Print Media Group)
Impremedia
LA TV
LBC Radio
Liberman Broadcasting
McGavren Guild Media
More Pictures
Plural & Partners- digital
Ring Of Fire- editing
SiTV
Star Media
Terra
The Axis Agency- public relations
Todo Bebe
Union Editorial
Univision
Univision Radio
VME
Yahoo! En Español
Zouire