MTN Rwanda Suspends Commercial Ads For Measures against COVID-19

Author: Rutayisire Patience
On:31/08/2020 19:52
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The country leading internet network, MTN is intensifying its message on Covid-19 preventive 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, the firm convened its committee to sit down and sift a convincing message capable of mobilizing everyone to do something to save lives in September 2020.

As African and Middle East Markets continue to navigate the ‘new normal’ brought about by Covid-19, wearing mask remains one of the most effective preventive 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 so 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.

He added that, earlier in the month of August, the firm joined the efforts of Rwanda biomedical centre and the Rwanda national police in raising awareness of the importance of covid19 preventive measures. Today, the firm that started operating in Rwanda in 1998, will intensify these efforts by embarking on global campaign to support the war against the Covid-19 across its market as it re-emphasizes the importance of wearing masks correctly and safely.

Wear It For Me is the next phase in MTN’s Covid-19 response under Y’ello Hope-MTN’s umbrella initiative which 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 the communities and across the continent. The initiative will see members of the firm’s community sending heartfelt messages to each other to wear masks.

MTN’s wear it for me campaign will build on the work already carried out under Y’ello Hope to brighten lives and limit the impact of the pandemic.

Presently, MTN has prioritized looking after its people, customers, communities and networks while focusing on efficiencies to help navigate the pandemic and its effects.

Initiative ranged from P2P MoMo transactions, zero-rate access to educational sites, donations to Rwanda biomedical center to fight the spread of the virus, donations to the economic recovery fund towards SMES and Mokash loan relief in partnership with NCBA, among others.

‘’ If we are going to win this war against Covid-19, we all need to work together to change behaviour, protect each other and flatten the curve faster,’’ concludes Ng’ambi.

About Y’ello Hope

Acknowledging 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 of 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, customers, society, and government during times of societal crisis and need bringing relief, hope and optimism where need are greatest. 


Rutayisire Patience


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