Dirty water in New York (19 pics)
UNICEF had to create mass media exposure alarming people about the children dying every day from a lack of clean water.
They bottled dirty water in 8 lethal varieties and designed a special vending machine, so everyone in Manhattan could by a bottle of dirty water just for a dollar.
Pedestrians could donate via text message or online.
And, yes, most of the people were shocked. Great campaign.