MTN Nigeria, through its 2025 Yellow Care initiative, is calling on Nigerians to adopt digital technology as a vital tool for both personal growth and community transformation.
Themed “Connecting at the Roots – Connecting Communities Through the Use of Digital Tools,” this year’s edition focuses on delivering practical digital resources to underserved communities across the country.
A People-Led Initiative
Unlike MTN Foundation’s corporate social responsibility programmes, Yellow Care is a staff-led, volunteer-driven initiative, now in its 18th year. MTN employees fund the initiative themselves—offering their time, skills, and money to directly uplift individuals in local communities.
“This campaign is about visibility,” said Gloria Egbele, Senior Manager of Customer Management, MTN Fixed Broadband Division.
“The world is moving, and you need to move with it. Anyone visible is who the world will recognise.”
Digital Empowerment at the Grassroots
The outreach is currently active in over 10 locations across Nigeria, including markets and schools. The 2025 edition has provided tailored tools to small business owners:
- Barbers received electric clippers
- Fashion designers were gifted electric irons
- Food vendors received gas cylinders and cooking pots
- Mini-market sellers got tables and umbrellas
- Many were also provided with MTN Wi-Fi routers and other digital tools to improve access to information and boost their businesses
Egbele explained that Yellow Care’s mission is to demonstrate how digital technology can elevate both livelihoods and daily living.
“We’re not just donating tools—we’re helping people access new opportunities and stay connected to the world.”
Impact Beyond the Tools
For MTN employees, Yellow Care is more than a project—it’s a deeply personal act of service.
“Some of us, this is the only charity work we get to do in the year, and it’s something we look forward to,” Egbele added.
“The smiles on people’s faces keep us coming back.”
Yellow Care has become a symbol of MTN’s culture of giving back, extending its impact beyond Nigeria into other MTN markets across Africa and the Middle East.
As Nigeria continues to navigate the digital age, MTN’s Yellow Care stands as a reminder of the powerful role that community-led digital transformation can play in building brighter futures—one connection at a time.
