How Airtel is Redefining CSR practice with ‘Touching Lives’

In June 2010, Nigeria’s telecommunication was given a new face with the advent of Airtel Nigeria. Since its debut, the telco has left no one in doubt about its vision “to be the most loved brand in the daily lives of Nigerians”.

Unwavering in this mission of connecting with the Nigerian people, it has doggedly provided innovative products and services at affordable rates, alongside many firsts. But never in its four years of existence has there been so much anticipation of introducing its latest project, “Airtel Touching Lives”, a first of its kind and novel initiative in Nigeria.

The telecoms service provider, aside providing world class services and contributing significantly to the alleviation of the challenges faced by the underserved, decided to up the ante with by venturing into a new world of social interventions.

Airtel Touching Lives is an ingenious Corporate Social Responsibility intervention targeted at providing apt and timely aid to underprivileged Nigerians irrespective of their age, network of choice, gender or geographical locations.

It is about making dreams come alive by lending individuals, families and communities a helping hand and ensuring that they have a better and improved quality of life.

Apart from adopting primary schools nationwide and provision of  free health checks to schools and its communities, Airtel has gone one step further to contribute holistically to ensure the welfare and empowerment of every Nigerian hence, the introduction of this brand-new initiative.
 
Speaking at the Launch of Touching Lives initiative, which was unveiled on Wednesday 17 July at the Wheatbaker hotel in Lagos, Nigeria,  Chief Executive Officer and Managing Director of Airtel Nigeria, Segun Ogunsanya, described the programme as timely, thoughtful and responsive.

“We consider it our corporate social responsibility mission, to serve the poor and the needy: it gives us an uplifting sense of gratification knowing that we have touched people’s lives and have helped raise their dignity,” he said.

This project was borne out of the company’s desire to compliment the efforts of the government, NGOs and benevolent citizens in addressing socio economic issues, and also assist in dropping the percentage of Nigerians living below poverty levels.

After conducting a General House Hold Survey (GHS), the World Bank recently stated that the poverty rate in Nigeria in 2012 / 2013 is at 33.1 per cent and that the number of Nigerians living below poverty levels is at 58 million.

“At Airtel, we are passionate about the people we serve and the quality of life they live. We are here to provide them with a good platform to make their dreams come alive.”

He noted that to join the ground breaking initiative, Nigerians can nominate any individual, family, or community that deserves support, or are making a difference in the lives of the communities and people around them by writing [email protected] or drop a nomination letter at any Airtel Showroom or distributor shops nationwide. 

The letter should not be less than 1000 words. Interested persons can also call or SMS 947. More information is available on Airtel Facebook page and Airtel CSR/Touching Lives web page.

Airtel Touching Lives Season one is slated to run on both satellite and terrestrial TV stations as a 13-week series with a weekly feature of two individual stories of beneficiaries of the project. 

Emeka Oparah, Vice President, Corporate Communications & CSR said its a way of giving back to the customers. “For us at Airtel Nigeria, we perceive our relationship with our customers as a lot more than just a connection.

“So, we seek ways to touch the lives of our customers, and even those who are not, because that is how we procure and maintain our social license to operate.  Life is more than making or receiving calls. So, people must feel good about our organization to be able to give us their patronage,” he said.

“Airtel currently has over 2,500 students and 95 teachers in their care under the umbrella of Adopt-A-School programme. That is service, full service. As the great Martin Luther King said “Everyone can be great because everyone can serve”. Touch lives with us today!”