Imb_tappeningobama_6 Got your attention? That’s the brilliant tagline of a new campaign from the folks behind Tappening, a grassroots effort to tell Americans (and the world) about the dangers of bottled water and encourage them to switch to tap water. I have written about the campaign before as a good example of cause related marketing that encourages people to take action. They are continuing the effort with a very topical campaign designed to generate awareness and perhaps influence legislation as well. The campaign uses powerful facts delivered through blog posts with headlines such as "40% of bottled water IS tap water" and a simple website designed to give you enough ammunition not just to become more aware of the issue, but also to retell it to others. At the end of the day, it’s a useful example for marketers not only for taking on a good cause, but doing it in a way that makes it likely for people to not just support the effort, but also tell others about it. They are meeting the most important criteria for effective word of mouth marketing … actually giving people something to talk about.  Oh, and by the way, McCain has a drinking problem too – here are a few more ads from the campaign: