As COVID-19 continues to spread, UNICEF is on frontlines around the world, working with
responders, and providing them with the information and resources they need to keep
children healthy, learning, and protected from sickness and violence.
In its latest challenge, #JoyofGiving, the leading destination for short-form mobile video
TikTok has galvanised its community to raise awareness and funds for UNICEF’s mission.
According to recent UNICEF analysis, 99 per cent of children and young people under 18
worldwide live in countries with some form of movement restrictions in place due to
COVID-19. Like in any crisis, the young and the most vulnerable suffer disproportionately.
Urgent action today can ensure that children don’t feel the impact of this crisis for decades
The challenge, which ran during Ramadan, the month of giving, invited TikTok’s community
of content creators to play a part in donating towards a goal of $200,000 by participating in 17 thought-provoking Live sessions. The campaign received an overwhelming response
with over 2.3 million views, easily 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.
Hosted on TikTok by a number of celebrities and regional content creators including Khaled Selim (@khaledselimofficial), Carmen Soliman (@carmensoliman),
LekaaElkhamissi(@lekaaelkhamissi), and Raya Abirached (@rayaofficial), the interactive sessions focused on UNICEF’s initiatives to provide critical supplies for children as well as personal experiences during COVID-19.
UNICEF also hosted live sessions on its very own TikTok page for the Middle East and North Africa (@unicefmena), featuring renown musician and composer JadRahbani and senior
nutrition advisor Vilma Taylor.
The #JoyofGiving challenge is the latest MENA-wide initiative implemented by TikTok with the ambition of creating positivity in the face of adversity and raising awareness of critical