MOGADISHU — In a vibrant and high-profile ceremony that underscored the growing influence of digital media in Somalia, the “Daaci 2026” program officially concluded its first-ever season in Mogadishu on Monday, March 30. The groundbreaking initiative celebrated and rewarded young Somali content creators who used their online platforms to promote positive social values and religious teachings throughout the holy month of Ramadan.
The event, attended by senior government officials, business leaders, influencers, and members of the public, marked a significant milestone in Somalia’s evolving digital landscape. It highlighted a collective effort to reshape online narratives and inspire a new generation of socially responsible digital creators.
The “Daaci 2026” initiative was launched by Nasiye, an emerging Somali startup founded by a group of young entrepreneurs focused on delivering IPTV services to audiences across the Somali diaspora. The program received major backing from leading telecommunications companies, Hormuud Telecom and WAAfi, reflecting strong private sector commitment to social transformation through technology.
At its core, the initiative aimed to “reclaim” Somali digital space by encouraging influencers—especially those active on platforms like TikTok—to move away from harmful or controversial content and instead promote messages rooted in faith, ethical behavior, and national pride. Organizers emphasized that the program was not only about competition but also about shaping values and redefining the role of social media in Somali society.
The scale of participation demonstrated overwhelming interest among young people. Out of more than 4,000 applicants from across the country and the diaspora, 120 contestants were selected to take part in the competition. Over several weeks, participants produced thousands of short videos, many of which went viral, collectively reaching millions of viewers and sparking widespread engagement online.
The grand finale was a moment of celebration and recognition. The top prize of $20,000 was awarded to Salma, whose content stood out for its creativity, consistency, and powerful impact in spreading messages of positivity and moral guidance. Several other participants were also recognized for their contributions, further encouraging a culture of constructive digital engagement.
Delivering the opening address, Nasiye’s General Manager, Engineer Burhan Omar Sheikh, reflected on the vision behind the program and its remarkable achievements.
“The Daaci 2026 program was launched during the blessed month of Ramadan by engaging well-known youth influencers on TikTok and challenging them to compete in promoting goodness and virtue,” he said. “The results have exceeded our expectations. We have seen how young people can transform digital platforms into tools for positive change.”
He added that Nasiye’s broader mission is to tell authentic Somali stories that challenge negative stereotypes often associated with the country.
“For too long, Somalia has been portrayed through narratives of drought, conflict, and piracy. Through initiatives like Daaci, we want to highlight a different reality—one that showcases the talent, resilience, and goodness of our people,” he noted.
The origins of the Daaci concept date back to 2019, when Abdalla Sheikh Ahmednuur, Chief Financial Officer of Hormuud Telecom and the visionary behind the initiative, became increasingly concerned about the direction of online content among Somali youth. He observed that while internet penetration had expanded rapidly over the past decade, it had also brought a surge in content that sometimes conflicted with cultural and religious values.
“As internet usage grew, so did the number of young Somali content creators. While this brought many opportunities, it also introduced content that did not always align with our traditions and ethics,” Abdalla explained. “The idea behind Daaci was to offer a solution—to create a platform that encourages and rewards positive influence.”
He further revealed that the initiative was inspired by early encounters with young creators in Mogadishu who were already using their platforms to promote meaningful messages. This inspired a broader vision: to cultivate a generation of influencers who would use their reach responsibly and contribute to building a morally grounded society.
Government officials also voiced strong support for the initiative. Deputy Minister of Information, Abdirahman Al-Adaala, praised the program for transforming digital trends and providing parents with reassurance about the type of content their children consume online.
“In the past, many parents were concerned about the influence of social media on their children. Today, programs like Daaci offer a positive alternative—one that aligns with our values and traditions,” he said.
The ceremony was officially presided over by Prime Minister Hamza Abdi Barre, who delivered a keynote address emphasizing the role of every citizen in fostering a virtuous society. He highlighted that social responsibility is not limited to religious leaders but extends to all professions, including content creators.
“Every individual—whether a businessperson, journalist, politician, or scholar—has a role to play in promoting goodness and strengthening our moral fabric,” the Prime Minister stated.
In a surprise announcement that drew applause from the audience, he pledged that the Somali government would sponsor Hajj visas for the winners of the next edition, Daaci 2027, further incentivizing participation and commitment to the program’s values.
The success of Daaci 2026 signals a turning point in how both the Somali private sector and government perceive social media. Rather than viewing it solely as a platform for communication or entertainment, it is increasingly seen as a powerful tool for cultural expression, moral education, and national development.
