MTN Ghana has launched the 2025 edition of its flagship social investment initiative, Y’ello Care, with a renewed focus on co-creation with communities.
This year’s campaign marks a strategic shift from traditional volunteer-driven interventions to a more inclusive and participatory model.
Under the theme “Y’ello Care Connecting at the Root,” MTN aims to engage deeply with communities by listening, learning, and jointly developing solutions that extend beyond the usual digital tools and services.
Nii Adotey Mingle, Northern Sector General Manager of MTN Ghana, speaking at the launch in Kumasi, said volunteers are not going into the communities to dictate solutions.
He said they were going to work side-by-side with them, indicating that “development that lasts is development that is built with community participation grounded in local context and sustained trust.”
Y’ello Care, now in its 18th year, is MTN’s annual 21-day volunteer programme designed to bridge the digital divide and empower underserved communities.
Over the years, the initiative has made significant impacts through educational support, digital training, and infrastructure development.
This year’s activities will include free ICT training, social media and content creation workshops, and support for local farmers to adopt smart farming practices.
Mr. Mingle urged all employees of MTN to reflect on what it means to connect at the roots and remember that the power of technology is only as meaningful as the lives it uplifts.
He said every Ghanaian, regardless of education, location, or background, is part of the digital future and must not be left behind.
“Let’s be the bridge between potential and progress. Let’s build a digital Ghana that leaves no one behind,” he emphasised.
Mr. Simon Amoh, Senior Manager, General Trade for the Northern Sector, reaffirmed MTN’s long-standing commitment to community development.
“Through Y’ello Care, MTN has touched lives and communities through the construction of schools, skill training among others,” he stated.
Source: GNA
