MTN empowers communities nationwide

MTN Nigeria has again demonstrated its commitment to giving back to society as it flagged off the 18th edition of its annual Corporate Social Responsibility (CSR) campaign, 21 Days of Y’ello Care, with a major outreach in Lagos.

The Lagos leg of the initiative, which represents activities under the Ikeja Local Government Area, was held at The Arena, Oshodi, where over 300 traders and youths gathered to benefit from various empowerment programmes, particularly in digital literacy, financial inclusion, and youth engagement.

Speaking during the event, General Manager, Customer Strategy Management and Insight, Winifred Umerah said the campaign is an annual tradition where staff members across the country step out of their offices to directly impact communities through volunteer work.

“This event is not about selling — it’s about service. We are present in every local government and community where MTN operates. Today, all our staff across regions are out there, touching lives,” she said.

According to her, the 2025 edition is focused on digital empowerment, with special attention given to young people, market traders, girls, and persons with special abilities.

“We’re teaching young people how to be digitally savvy and showing market women how to manage money digitally — through mobile wallets and e-commerce tools,” she explained. “The goal is to ensure Nigerians are not left behind in the fast-moving digital world.”

Omera also emphasized MTN’s commitment to diversity and inclusion, noting that persons living with disabilities — referred to by the company as “people with special abilities” — are being specially catered for during the campaign. “Some are getting wheelchairs and assistive tools to help them lead better lives,” she added.

Beyond the June outreach, Omera said the MTN Foundation continues to work year-round to support communities through initiatives focused on education, health, and digital development.

“This is not a one-off,” she explained. “Our Foundation is fully dedicated to sustaining digital inclusion and community impact throughout the year.”

She noted that MTN’s 21 Days of Y’ello Care is not only the longest-running employee volunteer initiative in Nigeria’s telecom sector but also one of the most impactful.

“This is our 18th year — we have never missed a year. And the beautiful thing is that this programme is driven by our staff. Everyone in the organisation participates — with their time, their energy, their money, and their passion,” she said.

She concluded by encouraging other organisations to initiate similar community-driven efforts. “Others may have their own programmes, but MTN’s Y’ello Care stands out for its consistency and the depth of impact.”

The event was not without excitement, as some lucky participants emerged winners of smartphones and cash prizes. Several beneficiaries received ₦5,000 cash credited directly to their MoMo wallets, while others smiled home with new smartphones gifts that left many participants emotional and grateful.

In their reactions, some of the beneficiaries expressed joy and appreciation to MTN for the generous support. “I’ve never received this kind of opportunity before. Thank you, MTN, for remembering us,” a young female beneficiary said.

Another recipient who won a smartphone praised the telecom giant for its consistency and passion for community development. “This phone will help me with my online business. I’m really grateful,” he said.