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MTN steps up COVID fight with new campaign promoting mask-wearing



MTN is adding its voice to global efforts to raise awareness about the importance of wearing masks to fight the spread of COVID-19 with the launch of #WearItForMe campaign across its several markets. 

The campaign comes at a very crucial period especially seeing the lukewarm disposition about the masks despite recommendations from the International and local agencies touting it as an effective measure to reduce the spread of the virus.

“COVID-19 has had profound health and socioeconomic impacts across the world. We empathise and mourn the lives lost to the pandemic. And even though the outbreak appears to be slowing in Africa, now is not the time to be complacent,” says MTN’s incoming group president and CEO Ralph Mupita.

‘With increasing evidence that masks can limit the spread of COVID-19, and eventually eliminate the disease if worn by 80-90% of the population, we need to do what we can to make a meaningful difference. Wearing a mask is not only about protecting oneself, but about respecting and protecting others,” he continued.

To further drive the initiative, MTN is committing its September 2020 marketing resources to encourage everyone to do more to save lives. #WearItForMe is the second phase of MTN’s Y’ello Hope COVID-19 response initiative. The First Phase involved giving N100,000 credit for voice calls & SMS per line for 6months, Provision of 100mb to subscribers to encourage customers to source for authentic information, N500 million for purchase of PPEs by MTN Foundation amongst many others.

#WearItForMe is a powerful call-to-action using the voices of some of the most influential people in our communities: mothers and mother-figures who will send heartfelt messages to all the children of Africa to wear a mask and “wear it for me’’.

The campaign will build on MTN’s effort with the Y’ello Hope, to brighten lives and limit the impact of the pandemic, through provision of free data lifelines, zero-rated access to educational sites and using technology for contact tracing and information dissemination through the Africa COVID Communications and Information Platform.

“Wearing a mask is, of course, not the only thing we all need to do to slow the spread of the virus: regular handwashing and strict social distancing are just as important,” concludes Mupita

#WearItForMe will run throughout the month of September,2020 and will have people visit to send a message to someone and encourage them to do the right thing. #WearItForMe: Because when we all wear masks, we protect each other.

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