In an initiative to support the communities affected by COVID-19, Swades Foundation and CRY collaborated with TikTok to launch the #EveryViewCounts campaign on the short-video platform. The initiative, from 25th April till 8th May, aimed to mobilize the TikTok community by encouraging the users to participate by watching the LIVE sessions hosted by popular celebrities and content creators on the platform. TikTok has donated INR 5 crore to CRY and Swades Foundation, as a part of this campaign, towards keeping underprivileged children safe during the COVID-19 pandemic and providing avenues for sustainable income facilities for rural families respectively to help them during these unprecedented times.
Nikhil Gandhi, India Head – TikTok commented on the initiative, “During these difficult times, we continue to do our part by supporting organizations working towards providing relief to communities impacted by the pandemic. The teams at Swades Foundation and CRY strive to support the underprivileged sections of society and make a direct impact on their lives. It has been humbling and inspiring to see the participation of the TikTok community in the #EveryViewCounts campaign to spread awareness about the cause. We hope that our contribution of INR 5Cr helps them in their COVID-19 relief efforts.”
As part of #EveryViewCounts campaign, users lent their support by simply watching these entertaining and meaningful LIVE sessions. Several celebrities, music artists and creators such as Genelia D’Souza, Ashish Chanchlani, Remo D’Souza, Ankit Tiwari, Mika Singh, Honey Singh, David Warner, Yuzvendra Chahal hosted sessions to entertain and inspire the users of the platform.
Swades Foundation with the funds received from TikTok is committed to building the livelihoods of people in rural Raigad by engaging them in farm-based activities, animal husbandry or skilling. Some part of the funds will also be invested in scholarships to children to ensure that this crisis does not hinder their aspiration to learn and march ahead to a brighter future. Ronnie Screwvala, Founder, Swades Foundation said, “We are happy to partner with TikTok in this endeavour to help impacted communities during these unprecedented times. Building livelihoods and helping the community become self-reliant is of utmost priority for us now. We have been in constant touch with our communities since the lockdown and are helping, especially the Adivasi families with food and daily essentials. We look forward to a stronger and a continued association with TikTok as we embark upon this journey to rebuild the lives of people in rural Raigad.”
With lowered immunity due to malnutrition and lack of access to health care facilities, children from underprivileged communities are even more vulnerable. CRY will use the funds to provide supplementary hygiene products, nutrition and food security and tools of education to ensure overall health and wellbeing of the children. Puja Marwaha, CEO, CRY said, “We’re excited to collaborate with TikTok on their fundraising campaign for COVID-19 and are grateful to get their support in this hour of crisis. At CRY, we’re doing everything to protect India’s most vulnerable communities and their children by distributing hygiene kits and dry rations to underprivileged households. We’re also raising awareness amongst these communities on necessary precautions and available medical facilities etc. in addition to connecting them with government schemes. But it’s a long road ahead and we need all the help we can get. Partnering with TikTok has helped us get the timely support we need – their initiative to bolster our efforts is absolutely wonderful and has come at the right time.”
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