Telecom
MTN’s New Year Campaign: Inspiring Change, One Move at a Time
In a vibrant start to the new year, MTN Nigeria has rolled out a campaign with a powerful message: ‘Go Make A Difference (Go M.A.D)’.
Launched at an intimate event on January 22, 2025, at MTN Plaza in Lagos, this bold initiative serves as a rallying cry for Nigerians to take strategic actions that inspire change and foster community development.
Tunde Onakoya, a Nigerian chess grandmaster and founder of Chess in Slums Africa is the face of the campaign. Tunde, renowned for his innovative use of chess to uplift children in underserved communities, has been unveiled as the campaign’s ambassador. His story—from humble beginnings to becoming a global changemaker—mirrors the essence of Go M.A.D: Dream big, push hard, and, above all, make a difference.
“Being a part of Go M.A.D. is deeply personal for me,” My story is a very interesting journey, i grew up in a small coomunity and at the age of 10, i couldn’t go to school anymore and was at home for a couple of years and it was at that time when i found chess. Tunde said during the launch event. “Chess taught me strategy, discipline and gave me my own identity, but more importantly, it showed me the impact of sharing knowledge and creating opportunities for others and a way to fight for my own place in this world. I’m excited to work with MTN to inspire Nigerians that it is not enough to gain mastery, but use that knowledge and take bold steps toward making a difference.”
One of the highlights of the event was a live chess game between Tunde and several MTNers. “At MTN, we believe in driving progress, giving our customers the power to rise above challenges and create something extraordinary. This is the very essence of the Go M.A.D campaign. It is premise on the idea that the MTN data gives you the power to take on the world, to do the extraordinary, and make a meaningful difference in your communities, families, and in your place of work. It is MTN’s way of saying; we see you, support you and are here to make your journey better.” said Onyinye Ikenna-Emeka, Chief Marketing Officer of MTN Nigeria. “Tunde’s story characterized by setbacks, determination and success exemplifies the very essence of the Go M.A.D campaign, and we are proud to have him as part of this campaign.”
The matches were friendly yet symbolic, showcasing the strategic thinking, intentionality, and collaboration needed to create lasting impact—qualities central to the Go M.A.D. campaign. The chessboard served as a metaphor for life, reinforcing that every move matters when pursuing meaningful change.
Beyond the initial fanfare, the telco aims to sustain the campaign’s momentum through community engagement. Tunde Onakoya’s journey, paired with MTN’s reach, creates a compelling call to action for Nigerians of all backgrounds.
For many, the campaign’s true power lies in its simplicity. Whether it’s mentoring a child, organizing a community cleanup, or advocating for a cause, Go M.A.D. reminds us that every effort counts. Just as in chess, small, deliberate moves can lead to extraordinary outcomes.
As the campaign unfolds, one thing is clear: The Go M.A.D. initiative is more than a campaign. It’s a movement, a challenge, and a promise—to inspire Nigerians to make a difference, one move at a time.
Telecom
Celebrating African Creativity: Made by Africa, Loved by the World’ Returns for Its Fifth Year
The “Made by Africa, Loved by the World” campaign is back for its fifth year, celebrating African creativity and global influence. This year’s theme, “Where Culture Meets Connection,” highlights how social media fosters conversations around cultural moments worldwide.
The campaign features three cinematic films premiering on the Meta Africa page, showcasing the groundbreaking work and personal stories of six dynamic African creatives.
These artists, from Nigeria, Kenya, Ghana, and South Africa, represent diverse disciplines, including rap, animation, dance, photography, fashion, and videography.
Here are some of the featured talents:
- Ladipoe (Nigeria) – A BET-nominated rapper known for blending global hip-hop with African rhythms.
- Fatboy Animations (Kenya) – An animation studio founded by Michael Muthiga, recognized by Forbes for its original African storytelling.
- Lisa Quama (Ghana) – A dancer who gained fame after appearing in Beyoncé’s “Already” music video.
- Gilbert Asante (Ghana) – A photographer and creative director featured in GQ and Glam Africa.
- David Tlale (South Africa) – A fashion designer whose bold designs have been showcased at major fashion events, including the Met Gala.
- Ofentse Mwase (South Africa) – A filmmaker with over 24 international awards for his unique visual storytelling.
Kezia Anim-Addo, Communications Director for Africa, Middle East & Turkey, emphasized that the campaign not only celebrates individual success stories but also showcases how culture and social media drive meaningful connections and inspiration.
Association of Telecommunications Companies of Nigeria (ATCON), has raised the alarm over a diesel supply crisis caused by an ongoing strike by the National Union of Petroleum and Natural Gas Workers (NUPENG).
Mr Tony Emoekpere, president, ATCON in a statement said that the fuel supply disruption is critically affecting telecom base stations, pushing them to the brink of a shutdown and threatening millions of mobile and internet users in the region.
“This strike, which stems from the persistent harassment of tanker and petroleum product drivers by police officers in Lagos State, has effectively halted all truck loading operations and fuel movements,” Emoekpere stated.
He explained that diesel supply to telecom infrastructure has been severely impacted, leaving critical sites with dangerously low fuel levels.
According to him, if urgent measures are not taken, the situation could escalate into a full-blown network blackout, disrupting essential services, including mobile and internet access, business operations, emergency response systems, and daily communications.
ATCON has called on the governors of Lagos and Ogun states to intervene immediately by facilitating the release of diesel from depots to telecom operators to prevent further deterioration of the situation.
“This is not just a telecom issue—it is a national emergency that could cripple economic activities and compromise public safety,” Emoekpere stressed.
The association also appealed to security agencies and petroleum unions to resolve the crisis swiftly to safeguard Nigeria’s connectivity and economic stability.
ATCON emphasised that a prolonged disruption in fuel supply to telecom infrastructure could have far-reaching consequences for both businesses and individuals who rely on stable communication networks for daily operations.
In 2023, Nigerians spent a total of about ₦5.3 trillion on telecommunications services, which includes calls, data, SMS, and other telecom services, according to the Leadership.
Specifically for voice calls, Nigerians made approximately 408.5 billion minutes of local calls, generating around ₦3.28 trillion from outgoing calls and ₦3.23 trillion from incoming calls, totaling about ₦6.51 trillion in call-related revenue according to projections based on 2023 call volumes and tariff data.
However, the ₦5.3 trillion figure represents the overall telecom sector revenue, with voice calls being a major component but also including data and other services.
For individual spending, MTN subscribers spent an average of ₦2,508 monthly on voice calls in 2023, showing a 14.4% increase from 2022, while Airtel customers spent about ₦1,694 monthly on voice calls.
Total telecom spending (calls, data, SMS, etc.): ₦5.3 trillion in 2023
Estimated revenue from voice calls alone: around ₦6.5 trillion based on call minutes and tariffs
Average monthly spending on calls per subscriber: ₦1,694 to ₦2,508 depending on the network
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