Photo has been used for illustrative purposes.

Jamil Khan, Senior Reporter

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 to come.

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 Yara (@yara), Balqees Fathi (@balqeesfathi), Khalid and Salama Al Ameri (@khalidandsalama), Carmen Soliman (@carmensoliman), 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 famous musician and composer Jad Rahbani 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 issues.