Click – Youth innovation and mobilisation campaigns

In Egypt, around 31% of the population (28 million people) use social media and most users are under the age of 30. Bassita is an Egyptian social enterprise that produces videos addressing various social causes and promotes them on social media platforms such as Facebook, YouTube and Twitter to mobilise public support. Through the project Click, the partner organisation collaborates with local organisations to support two campaigns. One campaign promotes the inclusion of people with disabilities in sports and education. The second campaign encourages respect for diversity and cultural awareness among children by enabling them to take virtual journeys to other countries.
By watching, clicking or commenting on videos produced by Bassita, web users raise awareness and help to fund these two social causes. The project channels resources from the private sector by enlisting companies to pledge financial support for the social causes based on the level of public interaction with the videos. Money donated by the private sector is used by the local partner organisations to provide services.