BARCELONA — In a bold effort to reshape the global perception of Somali identity, Engineer Burhan Omar has officially launched "Daaci 2026," a groundbreaking initiative aimed at empowering Somali youth to counter negative stereotypes through social media.
Speaking at the launch ceremony held in Barcelona, Eng. Omar emphasized the campaign's core mission: to replace the long-standing negative narratives associated with Somalis with stories of goodness and contribution. "Everything bad that was ever said about Somalis, we want to replace with good," he declared, addressing an audience of community members and supporters.
The program specifically targets young Somalis active on social media platforms, particularly TikTok, challenging them to compete in spreading "khayr" — an Arabic term encompassing charity, beneficial acts, and general goodness. The initiative derives its name "Daaci" from Islamic teachings, specifically referencing a hadith of the Prophet Muhammad (peace be upon him) that encourages believers to excel in performing and spreading good deeds.
Religious scholarship forms the spiritual foundation of the campaign. Organizers cite the Quranic verse that encourages believers to "hasten to good deeds that benefit the faithful" as divine motivation for the project. Additionally, the hadith advising believers to "be among those who spread good, or be silent" serves as an ethical guideline for participants.
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The initiative represents a significant public-private partnership, with major Somali corporations providing support. Hormuud Telecom, Wafi, and production companies including Asal, Jiil, and Masrax Production have committed resources to ensure the program's success. These partnerships aim to provide young content creators with the necessary tools and platforms to produce and distribute positive messaging.
Beyond individual acts of online positivity, "Daaci 2026" seeks to fundamentally transform how Somalis are perceived on the global stage. The campaign explicitly aims to shift the international image of Somalis away from associations with famine, conflict, and dependency — referred to in Somali as "majaac iyo baahi" — toward recognition for contribution, development, and generosity.
Organizers have issued a broad call to action for Somali content creators, influencers, and everyday social media users to participate in the year-long campaign. The program encourages participants to share stories of Somali success, charitable acts, cultural achievements, and community development projects, effectively crowdsourcing a new narrative about Somali potential and contribution.
The launch event concluded with prayers for the initiative's success and the prosperity of the Somali people, with organizers expressing hope that "Daaci 2026" will mark a definitive turning point in how Somali diaspora communities engage with global media narratives.
The initiative comes at a critical time when social media influence increasingly shapes public perception, offering Somali youth an opportunity to become active architects of their own representation rather than passive subjects of external narratives.
