Fundraising schemes often fall into two traps: too expensive or too vague. The Tap Project is about as straightforward as a fundraising effort can get.

During World Water Week, March 22 to 28, diners at participating restaurants can donate $1 for the tap water they ordinarily get for free. The money goes to UNICEF's program to provide clean drinking water in more than 90 countries where this most basic need is not available.

The effort began in 2007 in New York City as the brainchild of a boutique advertising agency. In just two years, the Tap Project has spread around the world. Hawai'i was the last U.S. state to join in the effort, and local advertising agency 1013 (formerly Lewis and Montgomery) actually had to approach UNICEF to do it here.

"We loved everything about the project: its simplicity, its effectiveness and that it wasn't asking too much of any potential donor," 1013 vice president and creative director Jen Tanabe said in an e-mail. "Surely most of us can spare $1 for a glass of water. Hawai'i residents, especially, are blessed with easy access to quality water each and every day."

The work is pro bono, but still, Tanabe had to prove herself to UNICEF.

"During our initial discussions with UNICEF, I think they were surprised that we contacted them (they have no offices in Hawai'i) and were cautious about our intentions," Tanabe said. "They emphasized that since the project didn't exist here at all, we would have to do everything: solicit restaurants, organize volunteers and sponsors, as well as create a full-blown marketing campaign."

Tanabe had worked on other campaigns for nonprofit agencies, so was ready for this challenge. What has been tricky is getting local restaurants to sign on.

"We have had a couple of restaurants decline, saying that they already give to other causes," Tanabe said. "I don't think they fully understand that it's actually their patrons that do the giving. They are providing the venue to give."

So far Pearl Ultralounge, The Willows, E&O Trading Company, Formaggio Kailua, JJ Dolan's, Popeye's and Dean's Drive Inn have joined in. Schools such as Mid-Pacific Institute, Punahou, St. Francis and Lanikai Elementary are incorporating the Tap Project into their curriculum. Tanabe is looking for more restaurants and more awareness as World Water Week approaches.

"We would love to show the rest of the world that ... Hawai'i has just as much love for causes that extend beyond our shores."

Visit www.tapproject.org to learn more.

Lee Cataluna's column runs Tuesdays, Fridays and Sundays. Reach her at 535-8172 or lcataluna@honoluluadvertiser.com.