Could influencer campaigns shape philanthropy's future?

Charity used to be about bake sales and running marathons. Now it’s all about thumbnails, hashtags, and stunts.

Recently, MrBeast ran a massive campaign called #TeamWater - he partnered up with WaterAid and 10,000 other content creators. It raised over $40 million and is the biggest example so far in terms of number of influencers involved in a charitable campaign.

Now other influencers, and charities are following this trend - working together on campaigns. So what happens when charity becomes content? Does this represent the future of philanthropy?

Makuochi Okafor, a BBC reporter in Nigeria talks us through this growing trend and we hear from Gisela Amponsa, a Ghanaian digital creator, who was part of the #TeamWater campaign.

Instagram: @bbcwhatintheworld Email: whatintheworld@bbc.co.uk WhatsApp: +44 330 12 33 22 6 Presenter: Hannah Gelbart Producer: Julia Ross-Roy Editors: Verity Wilde and Harriet Oliver