In the course of a day on Sunday, Norwegians had donated a total of NOK 219,867,424 (USD 28 million) in Norway’s annual nationwide charity drive called TV-aksjon, spearheaded by Norwegian Broadcasting (NRK). The beneficiary this year was the Red Cross, which will use the much of the money to aid victims of the wars in Syria and Afghanistan.
NRK organizes and broadcasts the charity drive live every year, with celebrities included among those answering telephone pledges while hundreds of thousands of Norwegians go door-to-door to solicit donations.
Money is also raised through auctions of special donated items or services, which this year included a date with blogger Sophie Elise (that raised NOK 20,500) and an opportunity to play a small part in an episode of the hit TV show Skam (Shame). That went for more than NOK 50,000.
When it was all over at midnight on Sunday, NRK reported that residents of the small community of Svalbard in the Arctic had donated the most on average per person, NOK 441 (around USD 50). Next among the five most generous municipalities were Utsira in Rogaland, Træna in Nordland, Bokn in Rogaland and Kvitsøy in Rogaland.