In a renewed effort to empower young Nigerians and strengthen its relationship with the youth demographic, MTN Nigeria has launched a three-day youth activation event held at Bayero University, Kano (BUK).
The initiative is said to be part of MTN’s nationwide campus engagement programme designed to empower students, promote small-scale entrepreneurship, and provide entertainment and digital inclusion opportunities across tertiary institutions.
Speaking at the event, Femi Adesina, MTN Nigeria’s Youth Segment Manager, described the programme as a strategic investment in the country’s youth population, reflecting the company’s belief in their creativity, innovation, and potential for national development.
“As an organisation, we believe so strongly in the Nigerian youth. We are not just their partners or mentors; we are their fellows. Our mission is to empower for them to be themselves”, he stated
Adesina explained that MTN had introduced MTN Ops, a tailored proposition for young Nigerians featuring affordable voice and data plans, noting that the package offers discounted bundles, including data as low as ₦300 for 1GB, and special night plans ranging from ₦75 to ₦700 to support students who carry out academic research or creative work at night.
He said MTN recognised that most young people operate within tertiary institutions, prompting the company to take its engagement directly to university campuses, polytechnics, and colleges of education. The goal, he noted, is to empower students who run small businesses by giving them a platform to showcase their products during MTN activations.
“In Kano, we are giving ten students the opportunity to showcase their small-scale businesses — from food and snacks to fashion and digital services. We want to move from being a brand that talks to being a brand that does,” he added.
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The three-day event also includes a blend of entertainment and relaxation activities aimed at helping students manage academic stress. MTN provided an on-campus cinema experience, complete with popcorn and drinks, as well as a live music concert featuring celebrity artists.
“We understand that education comes with pressure, so we want students to balance academics with social life. This engagement allows them to unwind while still connecting with our brand,” Adesina said.
To further encourage participation, MTN offered a range of rewards and prizes, including laptops, tablets, home appliances, and a brand-new car worth ₦35 million as the grand prize. Adesina noted that these incentives reflect the company’s long-term commitment to improving youth welfare and digital inclusion in Nigeria.
“This is part of our test of commitment to Nigerian youths. We see them, believe in them, trust them, and want to be part of their growth journey,” he stated.
MTN’s youth activation also involves collaborations with key partners, including TECNO, LG, and MoMo, its fintech subsidiary. TECNO is offering discounted device-financing plans that allow students to pay for gadgets over six months to a year. LG is donating electronic items such as televisions, air conditioners, and microwaves to lucky winners, while MoMo is providing mobile financial solutions and special offers for student users.
“These partnerships are designed to make life easier for students and to provide long-term value beyond this event,” he further explained.
According to him, MTN’s youth engagement initiative began in 2019 but was temporarily suspended due to the COVID-19 pandemic. It resumed in 2022 and has since been held across various universities in Nigeria’s six geopolitical zones, including the University of Benin, Federal University of Technology Owerri (FUTO), and the Federal University of Agriculture, Abeokuta (FUNAAB).
Although he declined to disclose the total investment figure, Adesina said MTN has committed substantial resources to the programme, emphasizing that “no amount is too much to build a well-rounded Nigerian youth.”
He highlighted that MTN’s youth empowerment portfolio also includes scholarships for women, science and technology students, and persons with disabilities. “We engage with school managements — the Vice-Chancellor, Registrar, student unions — because we see them as stakeholders in our vision of inclusion and digital growth,” he noted.
MTN’s ongoing investment in campus engagement aligns with its broader ambition of digital inclusion and social empowerment, ensuring that Nigerian youths are equipped not only with connectivity but also with the tools and opportunities to thrive.
“We want young Nigerians to remember MTN as a brand that is doing, not just talking — a brand that will continue to support them with better networks, opportunities, and experiences,” Adesina
