MTN campaign seeks to encourage face-mask wearing to guard against Covid19

In a move meant to add its voice to global efforts to raise awareness about the importance of wearing masks to fight the spread of COVID-19, MTN has launched the #WearItForMe campaign across its markets.

Since the start of the pandemic in early this year, wearing face coverings has become and remains one of the most effective measures to slow its spread. However, many people refuse to wear them, wear them incorrectly, or still underestimate their importance.

“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,” says Mupita.

To help drive this behaviour, 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. It is a call-to-action using the voices of some of the most influential people within 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 work carried out under Y’ello Hope to brighten lives and limit the impact of the pandemic, including through providing free data bundles, 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.

MTN’s #WearItForMe campaign will run throughout September.