AMMAN — Tkiyet Um Ali (TUA), a Jordanian NGO partner with
Likee, a leading short-video community in the region to raise awareness and
engage with potential donors through storytelling.
اضافة اعلان
Established in 2003, TUA provides food aid to families
living in extreme poverty across the Kingdom. Through the Sustainable Food Aid
program, they distribute food parcels containing 19 essential commodities,
ensuring families have enough to prepare three meals a day for an entire month.
Additionally, TUA serves daily hot lunch meals to hundreds
of individuals through their Wayfarer program and provides Iftar meals to
thousands during Ramadan through their Mawa’ed Al Rahman program.
For over two years, TUA has partnered with Likee, a leading
short-video community in showcasing the organization’s capacities to its
potential donors by utilizing short-videos.
TUA highlighted that the strategy was to use short-videos to
create emotional connection and utilize modern algorithms to amplify its content.
Short-videos, long-term impactTUA highlighted that this strategy has been particularly
vital for charity organizations, enabling them to connect with a younger
demographic that may have been unaware of their cause.
Nothing that short videos offer increased engagement, wider
reach, user-generated content, and flexibility to create a powerful emotional
connection with its viewers, inspiring them to support charitable causes.
The shareability of these videos further amplifies their
impact, as they can easily go viral, spreading awareness and attracting greater
support.
During their most recent collaboration "Share a Meal
This Eid,” Likee introduced a dedicated event page within the application,
encouraging users and creators to share videos and extend their blessings to
those in need during Eid.
For each participant, Likee donated to Tkiyet Um Ali, which
the NGO utilized to provide daily hot meals to families in extreme poverty.
To participate, users simply needed to share a video of
themselves sharing a meal or a message of kindness, using campaign hashtags
such as #ShareaMealThisEid or #HappyEid. Participants were then able to collect
an Eid package from Likee and receive an electronic donation certificate from
the collaboration.
The campaign's immense success saw over 14,570 videos
uploaded by more than 10,500 participants on Likee, generating over 16.63
million views.
With the rise of short form video platforms being supported
by the global community's increasing preference of digital platforms and social
media, a vast audience eager to engage with and support charitable causes is
being realized.
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