We developed Grow as part of the 5050good project. 50 creative people/studios around the world were asked to develop an idea that would help raise funds for UNICEF’s charity work in East Africa. We decided to focus on the creative community rather than try a catch all approach. Our idea took the model of the pyramid scheme and turned it on it’s head. We built the site, made an apple, donated 30eu and then asked two friends to do the same. They asked two friends each and so on. We added the ability for people who weren’t contributors to be able to ‘water’ their favourite apples for a 5eu donation.