MTN Rwanda is intensifying its message on Covid-19 preventative measures as it adds its voice to the global drive to raise awareness about the importance of wearing masks with today’s launch of the #WearItForMe campaign across its 21 African and Middle Eastern markets.
To help drive this much-needed change in behaviour, MTN is committing its September 2020 marketing resources to encouraging everyone to do more to save lives.
As our Africa and Middle East markets continue to navigate the “new normal” brought about by COVID-19, wearing masks remains one of the most effective preventative measures to slow the spread of the virus and accelerate recovery. However, many people refuse to wear them, wear them incorrectly, or still feel it is not important.
“To demonstrate how important this cause is for us as MTN and to the world, we are going to suspend commercial advertising for the next four weeks, dedicating our communication channels to the dissemination of COVID-19 related information as well as awareness on mask-wearing through the Wear It For Me campaign,” says MTN Rwanda Chief Executive Officer, Mitwa Ng’ambi.
“Earlier in the month of August, we joined the efforts of Rwanda Biomedical Center and the Rwanda National Police in raising awareness of the importance of COVID-19 preventive measures. Today, MTN will intensify these efforts by embarking on a global campaign to support the war against Covid-19 across our markets as we reemphasize the importance of wearing masks correctly and safely,” says Ng’ambi.
#WearItForMe is the next phase in MTN’s COVID-19 response under Y’ello Hope – MTN’s umbrella initiativewhich provides much-needed support during times of societal need.
It is a powerful call-to-action using the voice of some of the most influential figures within our communities and across the continent. The initiative will see members of our communities sending heartfelt messages to each other to wear their masks and “wear it for me’’ – saving lives.
MTN’s #WearItForMe campaign will build on the work already carried out under Y’ello Hope to brighten lives and limit the impact of the pandemic. During this time, MTN has prioritised looking after its people, customers, communities and networks while focusing on efficiencies to help navigate the pandemic and its effects.
Initiatives ranged from free P2P MoMo transactions, zero-rated access to educational sites, donations to Rwanda Biomedical Centre to fight the spread of the virus, donations to the Economic Recovery Fund toward SMEsand MoKash loan relief in partnership with NCBA, among others.
“If we’re going to win this war against COVID-19, we all need to work together to change behaviours, protect each other and flatten the curve faster,” concludes Ng’ambi.
#WearItForMe will run throughout the month of September. Visit www.wearitfor.me to send a message to someone encouraging them to do the right thing.#WearItForMe: Because when we all wear masks, we protect each other.
About the MTN Rwanda
MTN Rwanda is the market leader in the mobile telecommunications industry in Rwanda. Since 1998, MTN Rwanda has continuously invested in expanding and modernizing its network and is now proudly Rwanda’s No 1 Internet Network. MTN Rwanda offers superior services to its subscriber base, including innovative propositions such as personalized voice and data offers with MTN Irekure. The company is also the front runner in Mobile Financial Services in Rwanda with Mobile Money, MoMoPay and MoKash Loans and Savings.
About Y’ello Hope
Acknowledging the role and responsibility to make a meaningful difference and impact in the lives of all, Y’ello Hope is MTN’s highly targeted response initiative harnessing the power of MTN through our brand, resources, capabilities, and technology to brighten lives across Africa and Middle East.
Driven with passion and dedication by MTN across our footprint, Y’ello Hope’s purpose is to support in employees, consumers, society, and government during times of societal crisis and need bringing relief, hope, and optimism where needs are greatest.
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