Video-sharing social app TikTok partnered with UNICEF this Ramadan to raise money to provide critical assistance for children during COVID-19.
UNICEF says that 99 percent of young people under 18 live in countries with some form of movement restrictions in place due to COVID-19. Already, 1.8 million children in Yemen are acutely malnourished. The crisis isn’t affecting society only now, but will continue to do so for many years. Taking action today can help to lessen the impact of the crisis for decades to come.
TikTok ran the #JoyofGiving challenge during Ramadan, the month of giving, inviting content creators on the platform to participate in 17 live sessions and to create their own content to show how they’re giving back (taking out the trash, helping with cooking, cleaning up their rooms, spending time with family, cooking iftar, etc.)
The live sessions were hosted by a number of celebrities and regional content creators including Yara, Balqees Fathi, Khalid and Salama Al-Ameri, Carmen Soliman, Raya Abirached and Khaled Selim. The interactive sessions focused on UNICEF’s initiatives to provide critical supplies for children and on personal experiences during COVID-19.
UNICEF also hosted live sessions on its own TikTok page for the Middle East and North Africa featuring renowned musician and composer Jad Rahbani and senior nutrition advisor Vilma Taylor.
The campaign received a positive response with more than 2.3 million views, achieving the donation goal and raising $200,000, which will be utilised by UNICEF to deliver crucial resources to children and affected communities across the MENA region, providing much-needed relief.