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selena gomez+Celebrities Bottle Water for Unicef Sweepstakes 

                            Author : Selenator

The fifth year of a campaign from a water charity with roots in Madison Avenue is taking a turn toward the stars.

The charity, called the Tap Project, helps Unicef deliver clean drinking water to children in developing countries. The charity is online at uniceftapproject.org.

The Tap Project was the brainchild of David Droga, creative chairman of Droga5, a boutique agency in New York. Since its debut during World Water Week in March 2007, the Tap Project has helped raise almost $2.5 million in the United States to provide safe drinking water to children in countries like Belize, Haiti, Iraq, Togo and Vietnam.

The primary fund-raising mechanism, devised by Mr. Droga, is simple: patrons in restaurants are asked to donate a dollar each time they order free tap water.

Previous annual appeals from the Tap Project have included a star each year. But for this year’s drive — which will take place during World Water Week 2011, March 20 through 26 — the highlight of the campaign will be a multistar initiative called Celebrity Tap.

Stars will bottle tap water from their homes, and a case of the bottles — called, fancifully, the Celebrity Tap Pack, and bearing customized designs — will be offered as prizes in a fund-raising sweepstakes.

For example, the face of the young actress Selena Gomez, who is a Unicef ambassador, will appear on bottles of Selena Tap. “Each bottle contains bluebirds,” an ad declares, tongue in cheek, “but sadly, only Selena can see them.”

And the face of the singer Rihanna will be featured on bottles of Rihanna Tap. “Not your typical girl-next-door water,” an ad dryly proclaims, “unless of course you live next door to Rihanna.”

Other stars that will take part in the campaign include the actor Adrian Grenier and the singer Taylor Swift.

“Celebrity Tap is the natural next step in the Unicef Tap Project,” Caryl M. Stern, president and chief executive of the United States Fund for Unicef, said in an e-mail.

For each of the last four years, “a celebrity has lent his or her voice to this project, increasing its visibility,” she added. “This year, we are thrilled to have a group of celebrities use their star power and humor to further our cause.”

The Celebrity Tap ads are being handled by Droga5 and a media agency, MediaVest, which is part of the Starcom MediaVest Group unit of the Publicis Groupe.

The sweepstakes will continue through April 30; entries can be made with each $5 donation to the Tap Project.

Restaurant patrons will again be able to make donations at restaurants around the country; participating ones can be found on a section of uniceftapproject.org.

Also coming back for 2011 is Giorgio Armani Fragrances, which returns as the national sponsor of the Tap Project under the banner of Acqua for Life.

For the month of March, a dollar will be donated to the United States Unicef fund for certain purchases of two Armani scents, Acqua di Gio for Men and Acqua di Gioia for Women.

The Armani fragrances will also donate a dollar, up to $250,000, each time a user of Facebook declares that he or she “likes” the fragrances’ Facebook page devoted to the Tap Project. (As of Friday afternoon, more than 5,400 “likes” had been recorded

R/GA in New York, part of the Interpublic Group of Companies, is working with the Armani fragrances on the presence of Acqua for Life on Facebook