MTN benefits greatly from its identity as a “Proudly African” brand, one that is deeply connected to the communities it serves, according to Claudelle Yougang, Senior Manager, Brand and Communication, MTN Cameroon.

“We try to instil in consumers’ minds a sense of belonging to the brand,” she says. “This is supported by our values, particularly our commitment to 'Lead with care' and 'Act with inclusion'. This means we actively seek to understand the challenges faced by our customers, such as youth unemployment and economic hardship, and strive to make a positive impact by providing accessible and affordable communication solutions that empower them to achieve their aspirations.

“Sixty percent of the population are under 25; many of them struggle to find jobs; adults are struggling to make ends meet. MTN understands their situations; we want to address the needs of the market, to inspire and be there to support – because our purpose is to make people’s lives brighter, for Africa’s progress. We say that ‘We support your hustle.’ ”

This support takes various forms, including competitions offering life-changing prizes like cars, houses and land. In 2024 alone MTN Cameroon gave away 14 newly built houses. Transparency and legitimacy are paramount and so the competition processes are overseen by bailiffs from notary offices.

This commitment to supporting communities was especially tested during a period of conflict. The internecine conflict between Francophone and mostly Anglophone regions posed a threat to MTN Cameroon’s market share. Many people fled the northwest and southwest, and this resulted in “multi-SIM’ing,” whereby people who previously had only MTN SIM cards were exposed to the company’s competition.

Despite these challenges, MTN Cameroon reaffirmed its dedication. Their communication emphasised the message: “We have always been there for you, through thick and thin." This was further reinforced by increased communication in English, including collaborations with influencers representing Anglophone communities.

“The MTN Cameroon Foundation underscored this sense of MTN being on the people’s side during recent instances of tragedy including flooding and landslides by providing on-the-ground help,” says Claudelle.

This commitment to social responsibility is an integral part of MTN Cameroon's identity. Since its creation in 2005, the MTN Cameroon Foundation has made a significant impact. Its environmental initiatives, such as the "A tree for life" project, have resulted in the planting of 90,000 trees, including fruit trees, to promote ecological sustainability and support local communities. 

To bridge the digital divide, the Foundation has equipped 65 multimedia centres, bringing valuable ICT resources to hundreds of thousands of learners and teachers, with a focus on rural areas.

In the critical area of healthcare, the Foundation has installed 50 water supply systems in the water-challenged Far North region, improving access to clean water for 200,000 people. Partnerships with organisations like the UN Population Fund have led to the establishment of an obstetric fistula repair centre. Through collaboration with the Clinton Foundation, the SMS Printer for Life system has been implemented, enabling rapid diagnosis and treatment of HIV in newborns.

Education also remains a key priority. The "Y’ello Schools" programme has constructed three primary schools in the underserved Southwest region. When the Boko Haram insurgency impacted the Far North, the Foundation responded with vital aid, including foodstuffs, medicines, and scholarships for girls. More recently, the Foundation has launched initiatives like the Y’ello Digital Talent competition and the MTN Kawtal programme, empowering students and individuals with disabilities to develop digital skills and explore entrepreneurial paths.

“MTN used to communicate only in formal French and English and pidgin,” Claudelle adds. “Now, our communication strategy includes influencers and encompasses up to a dozen languages. We even sponsor the investiture of new chiefs, demonstrating our commitment to being relevant and present in diverse communities.” Through this wide range of initiatives, MTN Cameroon continues to make a positive and lasting impact on the lives of the people it serves.