MAKING A DIFFERENCE
When the protocols associated with staying safe put a crimp on some humanitarian initiatives, many invidividuals and groups in the region decided to do good acts with help from online platforms such as Facebook and Instagram, finds Anand Raj OK
How charities and non-profit organisations across the Middle East are using Facebook to make a difference in the lives of people in need this Ramadan.
With the pandemic forcing many people to remain indoors or restricting their outdoor activities to the minimum while adhering to the strict Covid protocols in place, one of the activities many missed during this month was doing their bit to give back to the community. If during pre-Covid times, handing out iftar packs, delivering food and other neccessities not to mention gift hampers to needy were a common sight, the pandemic regulations meant many people had to think of alternative ways of doing humanitarian acts during this period.
But the good news is that they did. Individuals across the region began adopting novel ways to ensure their generous humanitarian initiatives would reach the maximum number of people.
A Sharjah-based housewife, for instance, together with her husband, organised deliveries of packed groceries to the doorsteps of those in need; a charity in Egypt was set up to provide mental health support to those away from their families this Ramadan; a pay-it-forward inititive across the Middle East and
North Africa region encouraged people to do a good deed to a stranger, urging the recepient to then carry it forward by doing a good deed to someone else... All these and many more such initiatives had one common thread that ran through them – the use of social media platforms, particularly Facebook. This measure ensured social distancing rules were adhered to while the message was amplified to millions safely. In an act of solidarity to observe yet another socially distanced Ramadan through their virtual efforts, Facebook decided to celebrate the holy month as the #MonthOfGood and recognise how communities across the MENA region can come together.
‘The global campaign of #MonthOfGood was initially created in 2019 and was the result of a key insight – Ramadan is the kindest time of the year on the platform,’ says Derya Matras, regional director of Facebook, Middle East, Africa and Turkey.
‘This year, we extended the campaign across our four apps – Facebook, Instagram, Messenger and WhatsApp, in a celebration of charity, collaboration and community.’ That surely helped.
In the MENA region and Turkey alone, more than 6.5 million people joined Ramadan-related online groups, demonstrating the role local communities, including Facebook Groups, Pages and charities in these regions play in bringing people together and encouraging acts of kindness as well as charity, fundraising and donations.
The efforts of such initiatives were visible even in the UAE.
Founded by Heather Harries, her husband and two sons from the UAE, the Stop and Help initiative aims to lift “community spirits” during the pandemic by offering support to families in need of basic essentials.
‘UAE Fusion Socialites is another example,’ says Derya. A Facebook group, it was founded by Sharjah-based Pakistani mother Ayesha Sohail who uses her social media skills to help low-income families. Ayesha encourages some of her 19K+ Facebook group members to donate groceries which she and her husband, Sohail Iqbal, leave outside the homes of families in need. All this is done while maintaining strict social distancing measures. Last year she delivered more than 2,000 grocery boxes to needy.
This year too she has managed to help scores of people. Last month, she packed and delivered more than 300 boxes of groceries to needy people in time for Ramadan.
In addition to donating groceries, Ayesha also hosts a ‘Used school books drive’ where members exchange school books with students who are unable to afford them and are studying from home.
People in need of assistance from UAE Fusion Socialites usually send a private message to Ayesha on Facebook. Requests are then posted to different group members who deliver grocery boxes across the country free of charge. The group does not engage in any fund collection from its members, says Derya.
Another online group, LyedFlyed, puts families-inneed in contact with donors and associations. ‘As of May last year, they had already helped 700 families, within days from starting the online group.’
In Egypt, Ma7adesh 2ally, a virtual group launched a Ramadan challenge called Men sifr la talateen (From 0 to 30), encouraging people to adopt a healthy lifestyle during Ramadan. The campaign on Facebook continues all through the month and members are invited to prioritise their well-being guided by life coaches, such as renowned life coach Lara Atallah.
One of the popular Facebook initiatives is the ‘pay it forward’ one. ‘One good deed might not seem like much, but if everyone did something good for someone else, then the cycle of generosity and kindness can spark us to become better people,’ believes Derya. ‘That is the idea behind the pay-itforward initiative.’
In the MENA region, individuals well known in their respective fields such as Haifa Beseisso, Nabih Alkayali, Raha Moharrak, Logina Salah, and Adel Aladwani among others invited other influencers and their fans to pass on good deeds to people and keep the cycle going, she adds.
According to Derya, ‘Online communities can be a lifeline when people can’t be physically close. Last year, our communities and users increasingly turned to our channels to donate and raise funds in the absence of physical donations and charity events. Over $5 billion was raised for nonprofits and personal causes through fundraisers on Facebook and Instagram.’
In the MENA region and Turkey alone, more than 6.5m people joined Ramadan-related online groups, demonstrating the role local communities, including Facebook groups play in bringing people together