TikTok is set to donate at least £500,000 to Comic Relief through a LIVE gifting campaign this Red Nose Day.
TikTok LIVE allows users to send and receive virtual gifts during a LIVE video and for the first time ever, users will be able to send gifts specially created to raise awareness for the charitable cause.
Three limited edition Red Nose gifts have been created for users to enjoy during LIVE videos. Gifts to choose from will include a static Red Nose, an interactive Red Nose and a Red Nose on-screen animation.
The more gifts that are sent during creator livestreams, the more TikTok will donate, with TikTok guaranteeing a minimum donation of £500,000 to Comic Relief.
The campaign will run across TikTok LIVE from Monday 6 March to Sunday 12 March 2023, and Red Nose Day returns on Friday 17 March.
Samir Patel, chief executive of Comic Relief, said the charity “feel honoured” to be the first charity in the country to use TikTok’s gifting feature in this way.
“We know just how important it is to engage, develop and cultivate our digital audiences and we’re so grateful to be given this fantastic opportunity to connect with new audiences through content that truly resonates. We’re really excited to see how users interact with the first ever TikTok Red Noses,” he said.
Data for the financial year ending 31 July 2022, on the Charity Commission website, puts Comic Relief’s overall income at £50m, down from £74m the year before.
The charity’s fundraising income has also declined in recent years, with its flagship Red Nose Day telethon drawing £42.8m in donations on the night last year, compared to £52m the year before.
Comic Relief recently published a strategy for the next five years and revealed that it had cut 40 roles as part of a restructure process.