Consumers’ seemingly limitless obsession with social networking has been well documented over the past year (Stir-Fry offers a handful of posts as proof). Every day, millions of people populate platforms like Facebook and Twitter, sharing thoughts, updating their status, commenting on friends’ pictures, and more – basically opening up their lives online in the form of abbreviated posts.

Taking full advantage of this ever-growing trend – something all advertisers would benefit from nowadays, UNICEF launched a Denver-based campaign in support of the Tap Project, a national effort to bring clean water to millions of deprived children around the world. Between March 25th and April 21st, consumers could donate a dollar – the cost of providing 40 days of clean water to a single child – in exchange for 60 seconds of fame. That is, donors had the opportunity to project a personal, 75-character message on buildings and windows in the Mile-High City for a full minute. Think of it as a Tweet on steroids.

It was a simple, yet downright awesome idea. Essentially, the renowned non-profit organization sold ad space to “Facebookers”, “Twitter-holics”, and other recreational “networkers” – people that would love to see their “posts” beyond the confines of their friends and followers lists and have their name thrust into the spotlight. All for an amount of money typically found under couch cushions. Best of all, UNICEF has now taken another step toward improving access to safe water and sanitation facilities in schools and communities everywhere. Talk about a win-win.

See for yourself at http://sixtyfortyproject.com/.