From November 23 to December 17, Bytedance and the “Free Lunch” project of the China Social Welfare Foundation held a charity fundraising event for food, and launched a “Dot draw Challenge” on Douyin to popularize nutrition knowledge among primary and secondary school students. As of December 2, the challenge had received more than 700,000 donations, raising more than $10 million for the free lunch program, which can deliver 2.6 million free lunches to rural schoolchildren.
The contest invited Tiktok experts, including @Kitchen Adventure, @Fat Pig’s Daily life, @Chuan Xiang Autumn Moon, and @Nian Xiang Township Person Zhou Zhou, to cook nutritious lunches for children in rural schools. Meanwhile, douyin official, A free lunch platform, released videos of paintings by schoolchildren in rural areas, including Doraemon, Crayon Shin, and pikachu shaped rice balls. The children drew a lunch wish with a paintbrush. Many netizens made food based on the paintings and fulfilled the children’s wishes through videos and donations.
The event featured village school children’s drawings as an important part of the challenge, attracting netizens’ attention through fun and loving content. Users can directly search for “free lunch” on Douyin, and click on the project page card of “Love enough food, Better Childhood” to directly participate in the donation. They can also click on the mini program of “Free Lunch, Small Kindness, Big Love” under the related video to donate their love for the free lunch public welfare project.
Many netizens said that relying on the form of the challenge to do public welfare, the form is very innovative, not only focus on children’s lunch “what”, but also “what they want to eat”. “I followed the campaign through Douyin and donated 100 yuan to the children. Although it is not much, it is a heartfelt donation. I hope the children can grow up healthily,” said a netizen.
The teachers and students who participated in the free lunch program also expressed their gratitude to the netizens. Yao, a teacher from Jiaohai Village Primary School in Binzhai Township, Xinhuang County, Hunan Province, said he would show the situation of school meals to the outside world through Douyin. “Please supervise it together so that children can eat healthily and safely,” he said. “This is the first themed event since the launch of Bytedance’s platform, and the platform will continue to exert its value to attract more people to participate in public welfare and gather goodwill,” said a person in charge of bytedance’s public welfare project.
It is reported that the free lunch Fund was launched by the China Social Welfare Foundation on April 2, 2011, to encourage people to help rural children have lunch and avoid hunger through donations. On November 19, Bytedance launched its public welfare platform on tiktok, Toutiao, watermelon Video and other platforms, providing a more professional release channel for public welfare projects such as free lunch, and helping public welfare organizations and projects gain more attention and participation rates.