Kattar Kheirak - Stitch Kindness.

TikTok wanted to be where people in the region spent Ramadan, and to tie its activity to the month's values of kindness, tolerance, giving and togetherness rather than to entertainment alone. Kattar kheirak, the everyday Arabic way of saying thank you, also reads as a nudge to do good.

In films fronted by Nelly Karim, she asks who comes to mind when you think of kindness, and TikTok's Stitch feature passes the question from creator to creator, each naming someone in their life, from a professor who helps his neighbours with their studies to a man who helps people on the street break their fast. Users were invited to stitch their own tributes under #StitchKindness and #كتر_خيرك, with creators Mohammad Sweidan in the UAE and Rand Majali in Saudi Arabia joining in. It sat within TikTok's wider Ramadan programme, alongside #صناع_البهجة street gifting and live iftar cooking and health sessions.