When Social Media can be used for Social Good. Armani Way!

Cyrus and his team at R/GA created a hugely successful campaign for Georgio Armani, called Acqua For Life, that utilized social media to provide 10 million days of clean, safe drinking water for a child. During this limited-time campaign, every time someone “liked” Acqua for Life on Facebook, Georgio Armani donated $1 to the Tap Project. UNICEF estimates $1 provides 40 days of clean water, so 250,000 “likes” — and $250,000 — translated to 10 million days of clean water. And all it took was clicking a little thumbs-up icon.