Joy Agwunobi
MTN Group has flagged off the 2025 edition of its flagship employee volunteer initiative, 21 Days of Y’ello Care, aimed at bridging the connectivity gap in rural and underserved communities.
The annual campaign, which enters its 18th year, will run from June 1 to June 21 across all of MTN’s operating markets. Themed “Connecting at the Roots – Connecting Communities Through the Use of Digital Tools”, and is strategically focused on tackling the challenge of digital exclusion that continues to impede access to essential services for millions across the continent.
In a statement released on its website, MTN said the campaign is a direct response to the limited digital infrastructure and unequal access that disproportionately affects vulnerable groups such as women, young people, persons with disabilities, and displaced populations. These limitations, it said, hinder access to education, healthcare, financial services, and broader economic opportunities.
“Across many parts of Africa, limited connectivity continues to constrain access to fundamental social and economic services. Through this year’s campaign, we are prioritising practical, community-led initiatives that apply technology in ways that are inclusive, sustainable, and tailored to the realities of those we seek to uplift,”the company noted.
The Y’ello Care campaign, which began in 2007, has over the years mobilised thousands of MTN employees across its markets to contribute their time, skills, and resources toward community development. The company revealed that in just the past six years, over 107,034 lives have been positively impacted by the collective efforts of 14,376 volunteers, who have completed 56,306 cumulative hours of service.
“Each year, the campaign evolves to reflect society’s most pressing needs,” MTN said, “but it remains rooted in our mission to make a modern, connected life accessible to all.”
According to the telecommunications giant, the 2025 campaign will see MTNers implementing technology-driven solutions that address local challenges. These include digital literacy initiatives, tech-enabled healthcare access, remote learning projects, and tools to support micro-enterprises—all designed to promote inclusive growth.
Nompilo Morafo, chief sustainability and corporate affairs officer at MTN Group, stated, “Y’ello Care reflects our belief that real progress begins at the grassroots level. In 2025, we are focusing our efforts on the communities that remain on the margins of digital access and connectivity. By applying technology in ways that are practical, inclusive, and sustainable, we are working to ensure that no one is left behind.”
Morafo also highlighted the pivotal role employees play in the campaign’s success, describing MTN’s staff as the “driving force behind this campaign” and the embodiment of the company’s values of innovation, inclusion, and integrity.
MTN emphasised that the campaign goes beyond corporate social responsibility to serve as a long-term strategy for community engagement, digital empowerment, and partnership-driven progress. “In line with MTN’s values, the campaign prioritises meaningful partnerships, responsible delivery, and inclusive engagement,” the statement read, adding, “We look forward to working with communities and partners to deliver meaningful, sustainable impact where it is needed most.”
As MTN continues to pursue its goal of enabling the benefits of a modern connected life for everyone, the 2025 Y’ello Care campaign reinforces its position not just as a telecoms leader, but also as a key development partner across Africa’s digital landscape.
