UNICEF AD - Analysis

The Unicef Tap program is an initiative by charity group and organization Unicef to create better lives for people who are in need. The predominant purpose being to persuade and encourage people to take part in this program that will undoubtedly save and help many lives. The social context of the ad is the clear slogan - "you don't have to be a celebrity to make a difference". Clearly reflecting todays society/culture of which millions of people disregard charity and donations as they assume that even if they did contribute they wouldn't make a difference as opposed to a wealthy celebrity. Using this context, they make the target audience middle class people with enough money to support themselves. This time they have altered the scenario to encourage people further, by doing this program on a mobile phone and no money needs to be donated. The tap water program is a mobile app of which makes users wait 5 minutes without touching their phone to make Unicef donate money from other sponsors.Quite obviously, they use a smart persuasive technique of making the audience(middle class joe's) empowered by not forcing them to donate but encouraging them to donate in a less economic straining way. Unicef highlights the slogan whilst not  branding celebrities to further persuade their target audience. 

To conclude, the core purpose of the ad is to ask people for help by  encouraging and persuading people to join and try the tap water program to help those in need.