TikTok announces charity scheme in Europe with MSF, WaterAid & others

Social media platform TikTok has announced the Sunshine Programme, a pilot charitable programme for users in three European countries: Germany, Portugal, and Spain.

In the scheme, users can earn ‘virtual Sunshine’ by referring new users to sign up, and by engaging with content from charities. They can then give that virtual Sunshine to a charity which is part of the programme, meaning TikTok makes a donation.

TikTok says that partner charities are “a number of global and local charities”, including Médecins Sans Frontières / Doctors Without Borders (MSF), WaterAid and the Nature and Biodiversity Conservation Union (NABU). TikTok says it expects to add more partners “over time”.

Free ‘Pro’ version needed

This will be available to those downloading a new version of the app, called TikTok Pro.

Despite the ‘pro’ name, this is still free to download, and the website Social Media Today reports that TikTok Pro is actually a “stripped down” version of the app, with none of the livestreams, shopping and ads found on the regular version of TikTok.

TikTok Pro and the Sunshine referral scheme will be available “in Germany, Portugal and Spain to start”, suggesting it may be rolled out more widely at a later date.

Jennie York, executive director of communications and Fundraising at WaterAid, comments:

“We’re excited to be partnering with TikTok’s Sunshine Programme, turning digital engagement into real-world impact. Now, people can enjoy the content they love whilst supporting WaterAid’s life-changing projects with communities around the world. Nearly one in ten people around the world don’t have clean water close to home. With a reliable supply of clean water, babies are born healthier, children grow up stronger, women and girls spend less time collecting water and more time in work or school, and whole communities can thrive. By working together, we will change the world through water.”

TikTok’s statement adds a note about safety on the platform and in the new Pro app, saying:

“Both TikTok Pro and the Sunshine Programme are designed with safety at their core. TikTok Pro offers all the same content controls, safety and privacy tools, and well-being features as the main TikTok app. The Sunshine Programme is only open to people who have confirmed they are over 18, and the activities associated with accumulating Sunshine are limited.”

Picture by Solen Feyissa on Unsplash