Background

MTN Ghana volunteerism programme competed with all other operations to identify an overall winner for the year. Their campaign stood out as it was carefully planned and it displayed a thorough understanding of the importance of ensuring sustainability and a lasting impact. They exceeded their own ambitious goals and expectations in terms of tree planting, showing true enthusiasm for the cause. They were also very enthusiastic and impressive about the secondary campaigns and used these creatively to support and complement the main campaign, and other environmental issues.

The volunteerism programme was used extensively to reach a wider stakeholder groups. MTN Ghana partnered strategically with a wide cross section of players from government to grass roots level, and was able to leverage some resources in this way. The campaign had excellent public visibility, endorsement, and recognition from influential people in the country.

Their campaign demonstrated great Innovation in a sense that they used local television to run a Quiz called “What do you know” to raise the environmental awareness of the public. Other innovative ideas included projects that provided alternatives to people who rely on trees for certain materials and livelihoods. They were also involved in cleaning and planting in the beaches, on the banks of rivers and lakes and bird watching in Sakumono Lagoon and Ramsar site for migratory birds in Greater Accra Region. The operation won US$ 100 000 in CEO’s prize money which they must invest back to the volunteerism and CSI projects to benefit local communities.