<p>Charity used to be about bake sales and running marathons. Now it’s all about thumbnails, hashtags, and stunts.</p><p>Recently, MrBeast ran a massive campaign called #TeamWater - he partnered up with WaterAid and 10,000 other content creators. It raised over $40 million and is the biggest example so far in terms of number of influencers involved in a charitable campaign.</p><p>Now other influencers, and charities are following this trend - working together on campaigns. So what happens when charity becomes content? Does this represent the future of philanthropy? </p><p>Makuochi Okafor, a BBC reporter in Nigeria talks us through this growing trend and we hear from Gisela Amponsa, a Ghanaian digital creator, who was part of the #TeamWater campaign. </p><p>Instagram: @bbcwhatintheworld Email: whatintheworld@bbc.co.uk WhatsApp: +44 330 12 33 22 6 Presenter: Hannah Gelbart Producer: Julia Ross-Roy Editors: Verity Wilde and Harriet Oliver</p>

What in the World

BBC World Service

The growing trend of influencers fronting charity campaigns

DEC 17, 20258 MIN
What in the World

The growing trend of influencers fronting charity campaigns

DEC 17, 20258 MIN

Description

<p>Charity used to be about bake sales and running marathons. Now it’s all about thumbnails, hashtags, and stunts.</p><p>Recently, MrBeast ran a massive campaign called #TeamWater - he partnered up with WaterAid and 10,000 other content creators. It raised over $40 million and is the biggest example so far in terms of number of influencers involved in a charitable campaign.</p><p>Now other influencers, and charities are following this trend - working together on campaigns. So what happens when charity becomes content? Does this represent the future of philanthropy? </p><p>Makuochi Okafor, a BBC reporter in Nigeria talks us through this growing trend and we hear from Gisela Amponsa, a Ghanaian digital creator, who was part of the #TeamWater campaign. </p><p>Instagram: @bbcwhatintheworld Email: [email protected] WhatsApp: +44 330 12 33 22 6 Presenter: Hannah Gelbart Producer: Julia Ross-Roy Editors: Verity Wilde and Harriet Oliver</p>