(Photo by Marwa Morgan)
Over a 100bn videos are viewed daily on YouTube and other video websites. For some videos, each click means helping a person in need.
Bassita, a social enterprise based in Cairo, has designed a new fundraising model that integrates these views in the process of raising money for social causes. Their most recent “click-funding” campaign, which is sponsored by Baraka Optics, will provide eyeglasses to artisans who can’t afford them.
Over a 100 women work in embroidery in Khalta village, Fayoum. To raise awareness and funds, Bassita has created a video about female embroiders and how weakened eyesight could negatively affect their products, and consequently, their income.
Baraka Optics, the campaign sponsor, has launched a three-month online campaign calling for donations of old eyeglasses. The company, besides repairing the donated pairs, will give out new glasses for each click, such as shares or likes, on Bassita’s video.
“[Artisans’] needs are simple,” said Manal Khalaf, Baraka Optics’ marketing manager, “we wanted to get people involved and encourage them to donate.”
With the help of other non-profit partners, Bassita will organise medical convoys to Khalta, providing free prescriptions to artisans who will benefit from the campaign.
Donors will be able to track the eyeglasses they donated until they reach the artisans, she said. Baraka will email each donor a code to access the online tracking system.
“It’s not just charity like donating money,” she said. “People can help artisans work—you’re changing someone’s life.”
