The new initiative aims to identify talented creators and connect them with the right mentors and skill-building experts The annual competition requires creators to produce a creative content idea around a specific theme DUBAI: TikTok has announced the launch of the inaugural TikTok Creator Hub program in the UAE and Egypt. The new initiative aims to identify talented creators and connect them with the right mentors and skill-building experts to support and nurture their skills. The annual competition requires creators to produce a creative content idea around a specific theme. A group of judges, including top TikTok content creators from across the MENA region, will assess the skills of the creators and provide them with the required learning to help elevate their content, as well as advise them on their career as a creator. Inspired by the 2022 UN Climate Change Conference of Parties — COP27 — held in Egypt in November, this year’s theme is climate change. “With the launch of the inaugural edition of TikTok Creator Hub, we aim to generate awareness and advocacy around causes and pressing issues that touch the community, securing a dedicated destination for content creation and conversations focused on the most important societal issues of our time, such as climate change,” said Tarek Abdalla, regional general manager at TikTok Middle East, Africa, Turkiye, Pakistan and South Asia. The theme also aligns with TikTok’s launch of the #ClimateAction program in support of COP27 in the MENA region, which is a campaign encouraging TikTok users to join the climate conversation. The TikTok Creator Hub program is divided into three phases, which include online learning modules, a live training session and the judging process to name the winner of the competition. Once the creators have been shortlisted, TikTok will host a welcome workshop in collaboration with celebrity creators to introduce them to the TikTok Creator Hub concept. TikTok will also host a live training day, enabling creators to spend one live session with a creator mentor, ahead of their creation of a TikTok focused on climate change, which will be submitted for the judging process. Lastly, the judges will choose the winning entries, which will be announced in November. Creators living in the UAE and Egypt who would like to participate can visit the TikTok MENA Creator Hub website MENATikTokCreatorHub.com to register and share a 30-60 second video on why they want to be part of the program for a chance to be selected. Registration closes on Oct. 10.