MTN Nigeria has launched a three-day youth activation event at Bayero University, Kano, as part of its wider campus engagement programme aimed at empowering young Nigerians and strengthening its relationship with students across the country. The initiative focuses on youth empowerment, digital inclusion, small-scale entrepreneurship, and entertainment, aligning with MTN’s broader strategy to support young people through technology and improved connectivity.
Speaking during the activation, Femi Adesina, MTN Nigeria’s Youth Segment Manager, described the programme as a strategic investment in the creativity and potential of the country’s youth demographic. He said the company sees young Nigerians as partners in development and not just consumers of telecom services. “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 recently introduced MTN Ops, a youth-focused proposition featuring affordable voice and data plans targeted at students and young entrepreneurs. According to him, the plan includes discounted bundles, with data as low as ₦300 for 1GB and special night plans ranging from ₦75 to ₦700 to support students who rely on late-night hours for academic research, online learning, or creative work. He said the company understands that most young people operate within tertiary institutions, a reality that informed MTN’s decision to take its engagement directly to universities, polytechnics, and colleges of education across Nigeria.
As part of its commitment to encouraging student entrepreneurship, MTN offered business visibility opportunities to young people running small ventures. “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. He noted that empowering young business owners on campus contributes to job creation and helps students build income streams alongside their studies.
The event also featured entertainment activities designed to help students reduce stress associated with academics. MTN provided an on-campus cinema experience, complete with popcorn and drinks, as well as a live concert featuring celebrity performers. Adesina said the blend of relaxation and engagement was intentional. “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,” he said.
To increase participation, MTN offered prizes including laptops, tablets, home appliances, and a brand-new car worth ₦35 million as the grand prize. Adesina said these rewards reflect the company’s commitment to improving youth welfare and supporting digital inclusion nationwide. “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 included collaborations with TECNO, LG, and MoMo, its fintech subsidiary. TECNO provided discounted device-financing plans that allow students to pay for smartphones and gadgets over six to twelve months. LG supported the programme with electronic appliances such as televisions, air conditioners, and microwaves for selected winners. MoMo offered mobile financial solutions and special packages designed for students who rely on digital payments.
“These partnerships are designed to make life easier for students and to provide long-term value beyond this event,” Adesina explained. He said partnerships with technology and electronics brands help students access tools that support learning, online business, and digital creativity.
According to him, MTN’s campus engagement initiative began in 2019 but was disrupted by the COVID-19 pandemic. It resumed in 2022 and has since been held across several universities in Nigeria’s six geopolitical zones, including the University of Benin, Federal University of Technology Owerri, and the Federal University of Agriculture, Abeokuta. Although he did not disclose the financial investment involved, Adesina said the company has committed significant resources to the programme. He stressed that “no amount is too much to build a well-rounded Nigerian youth.”
He also highlighted MTN’s broader youth empowerment portfolio, which includes scholarships for women, students studying science and technology courses, and persons with disabilities. He said MTN works closely with school authorities such as vice-chancellors, registrars, and student unions to ensure effective engagement. “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.
Adesina said the ongoing campus initiative aligns with MTN’s long-term ambition of promoting digital inclusion, supporting youth development, and building a future where students have both connectivity and opportunities to succeed. “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,” he said.
