MTN Eswatini is adding its voice to the global drive to raise awareness about the importance of wearing masks with today’s launch of the #WearItForMe campaign.
Similar campaigns are executed across the 21 MTN Group African and Middle Eastern markets.
To help this much-needed change in behaviour, MTN Eswatini is committing its September 2020 marketing resources to encouraging everyone to do more to save lives.
As the Kingdom of Eswatini and the rest of the world continue to navigate the “new normal” brought about by COVID-19, wearing masks remain 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.
“With infection rates predicted to reach a peak by September 2020, MTN felt that it is now more important than ever to put the weight of the brand behind driving this much-needed change in behaviour. The campaign messaging makes it clear that wearing a mask is not the only preventative measure needed to flatten the curve and accelerate recovery. MTN encourages every individual to wear a mask at all times when in public spaces, alongside practising the necessary social distancing, sanitisation, and hygiene measures as we navigate the new normal,” said MTN Chief Executive Wandile Mtshali. “Recent studies indicate that about 40 per cent people are asymptomatic. They do not know whether they have the virus or not. Therefore, consistent and appropriate use of masks can substantially reduce the virus transmission and save lives. We need to wear masks and wear them appropriately, together with the other preventive measures to reduce COVID-19 mortalities,” said Eswatini Ministry of Health Director of Health Services Dr. Vusi Magagula.
#WearItForMe 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 our communities; our mothers, and mother figures.
The initiative will see mothers and mother-figures sending heartfelt messages to their children, 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 data lifelines, heavily discounted data and zero-rated access to educational sites. In addition, MTN has utilised technological solutions for dissemination of information.
“The COVID-19 pandemic requires effective and immediate action by governments, individuals and businesses. It is critical that we collectively respond with one unified voice and take the necessary measures to make a meaningful contribution to society,” concluded Mtshali.
#WearItForMe will run throughout the month of September. Visit www.wearitfor.me to send a message to someone encouraging him or her to do the right thing. #WearItForMe: Because when we all wear masks, we protect each other.
About the MTN Eswatini
Launched in September 1998, MTN Eswatini is a leading telecommunications company in Eswatini, with a clear vision to lead the delivery of a bold new digital world to our customers. We are inspired by our belief that ‘everyone deserves the benefits of a modern connected life.’ We are pursuing our BRIGHT strategy with major focus on growth in data, fintech and digital businesses.
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 in the Kingdom of Eswatini.
Driven with passion and dedication by MTN, 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.
At the outset of the COVID-19 challenge, MTN supported the Ministry of Health with connectivity. The intervention made it easy for the ministry to do contact tracing. MTN also partnered with the ministry in testing tools which required internet connectivity.
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