YouTuber and philanthropist Jimmy Donaldson, better known as Mr Beast, has set his sights on a major global issue—ending child labour on cocoa farms in West Africa. With over 200 million YouTube subscribers, Mr Beast is widely recognized for his massive giveaways, elaborate challenges, and charitable efforts. Now, he’s using his influence to tackle a crisis affecting 1.5 million children in the region.

In a recent tweet, Mr Beast revealed that he has spent “2 to 3 thousand hours” learning about child labour in West Africa. He has surrounded himself with experts and now claims to know more about the issue than he does YouTube. His goal for the next 12 months is to make significant progress in getting children off farms and into schools. “I fear if someone with my influence can’t fix this, no one can. I’m dedicated to this mission.” Mr Beast is already providing free breakfasts at schools to promote attendance. In just one week, one school has already seen a 10% increase in pupil attendance.

Mr Beast built his empire through high-budget, viral content featuring extreme challenges and generous giveaways. But his philanthropic work has always been a core part of his brand. From planting 20 million trees with Team Trees to funding 1,000 cataract surgeries. Now, his efforts are expanding beyond YouTube entertainment. By tackling the root causes of child labor—poverty and lack of education—he hopes to create real, lasting change.