MTN KICKS OFF 2010 CAMPAIGN WITH ANTI-MALARIA DRIVE - 2009-03-13 05:00:00
MTN launched their official 2010 FIFA World Cup sponsorship campaign from their Johannesburg headquarters, with the announcement of a 2010 legacy drive that could dramatically reduce malaria deaths in Africa.
The telecommunications company with considerable reach in both African and Middle East markets has teamed up with various international organisations, including the United Nations Foundation, to help ensure 100% coverage and usage of anti-malaria mosquito nets in Africa by 2010.
According to the UN Foundation, up to 500 million people are infected by malaria annually with between 1 – 3 million people dying from the disease each year. Other organisations that will be part of the life-saving initiative include Malaria No More, Roll Back Malaria Partnership, and the John Hopkins University Center for Communications.
The initiative will target the most affected malaria-areas reaching countries such as Ghana, Uganda, Zambia, Congo-Brazzaville, Guinea Bissau, Rwanda, South Africa, Botswana and Swaziland.
Speaking at the launch event MTN Corporate Affairs Group Executive Nozipho January-Bardill said “Malaria has long been known to be a treatable disease and financial resources have been mobilized to combat it. But what is often lacking is education and distribution of tools to make 100% coverage a reality. This is what the MTN 2010 Malaria Legacy campaign will seek to address.”
MTN is the first African company to participate in a FIFA World Cup as a global sponsor. The company will spend US$ 65 million in sponsoring the tournament, which kicks off in Africa for the first time next June.
Speaking of the benefits the World Cup presents to South Africa, MTN Group President and CEO Phuthuma Nhleko said “It's an experience we can no longer wait for; one that should strengthen our competitive position in emerging markets, leave a legacy of improved infrastructure for our economy and demonstrate to the world that the African continent and South Africa in particular – is capable of hosting events of this size.”
As part of celebrating the World Cup's first African kick-off MTN has signed up international soccer star Michael Essien as the official MTN 2010 Associate. The Chelsea mid-fielder and captain of Ghana's national team will promote African football and communicate the message of the continent's capacity to deliver a spectacular World Cup.
“Michael Essien is the embodiment of a complete footballer. There can be no better face to promote African football and Africa's first FIFA World Cup,” said Nhleko.
In order to see as many South Africans as possible enjoy the 2010 World Cup, MTN also launched their 1-4-1 campaign which will see MTN customers stand the chance to win tickets to World Cup games. |
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