LIFE-SAVING-CUP

For many refugees, crossing the Mediterranean is a matter of life and death. For tourists, it's a holiday destination. This campaign bridges that gap by getting people to do what they do anyway: drink.

The idea: Every reusable cup served at bars and clubs donates €0.50 to SMH (Salvamento Marítimo Humanitário), funding sea rescue missions in the Mediterranean. Bars already charge €1 for reusable cups that cost €0.20 to produce, the margin does the work, while businesses benefit from tax incentives.

• Just by drinking from this cup, you've already donated.
• · The cup itself - the medium is the message;
• · Bars & clubs' social media - organic reach through partner venues;
• · A live website - a filling cup tracks progress toward the €100,000 goal in real time;

A toast to life. Turning the most ordinary summer gesture into an act of solidarity.