MTN Nigeria Launches 21-Day Y’ello Care Digital Growth Campaign

MTN Nigeria is doing more than just selling data plans, they’re actively building bridges to digital empowerment. Through its annual 21 Days of Y’ello Care campaign, the telecom giant demonstrates that Corporate Social Responsibility (CSR) is not mere charity; it’s about creating real impact.

This year’s theme is “Connecting at the Roots – Connecting Communities through Digital Tools.” While it may sound complex, the real action is straightforward and speaks volumes.

From June 1 to June 21, 2025, thousands of MTN Nigeria employees have rolled up their sleeves, not to repair network towers, but to mend access to opportunities in underserved communities. Lagos recently experienced these efforts firsthand through hands-on digital marketing workshops, personal branding boot camps, and employability training.

At CSR Reporters, we have seen many Corporate Social Responsibility initiatives, but what sets Y’ello Care apart is its genuine focus on impact. The initiative aims to equip schools, digitise youth centres, establish Wi-Fi hotspots in communities, and launch Y’ello Pods, mini digital hubs that serve as both learning and financial inclusion centres.

MTN Nigeria isn’t merely talking about digital inclusion; they’re putting routers, tablets, and training into the hands of those who truly need them.

MTN Nigeria’s CEO, Karl Toriola, articulated this commitment beautifully during the opening ceremony in Lagos: “Y’ello Care matters to us because we’re a digital company, and we operate in an environment with many pressing needs. At MTN Nigeria, we care, and we want to demonstrate our direct connection and responsibility to the communities where we operate.”

This approach is not about handing out resources; it’s about providing digital tools and skills that can transform unemployed youth into freelancers, teachers into edtech champions, and struggling small businesses into growing online enterprises.

Now in its 18th year, Y’ello Care has evolved into more than just an initiative. Last year, it garnered attention for reconstructing a dilapidated school block at Iwerekun Community High School in Lakowe, restoring not just a building, but also hope for countless students and educators.

In Nigeria, where we are facing challenges like youth unemployment, digital illiteracy, and a growing connectivity gap between urban and rural areas, programs like Y’ello Care are very much needed. Where governmental efforts sometimes fall short, CSR initiatives like Y’ello Care step up, demonstrating that digital empowerment is not a luxury; it’s a fundamental right.

The Y’ello Care initiative continues its journey across Nigeria. Expect to see more digital literacy workshops, rural community activations, and the illuminating buzz of Y’ello Pods brightening neglected corners of the nation.