Telecom’s giant, Airtel Nigeria has initiated charity and awareness programme known as ‘Airtel Touching Lives’ by using it to help people- the less privileged, create awareness of hardship in the country and encourages others to join an initiative now at season 2.
According to the Director Corporate Communication and Corporate Social Responsibility (CSR), Emeka Oparah stated at the season 2 briefing that the company is aware of the many challenges and has embarked on the project in conjunction with staff of the company who voluntary contribute a percentage from their earnings to assist the poor and other interventions
In trying to support the less privileged, there are several angles one can take and what makes it different is that they are not just helping the needy but also encouraging others to help with the investment they have made, one can go to his community and dig a borehole or to a hospital to donate items and even wheel chair. They are making it public because when people see the good work that has begun they are motivated in trying to do the same thing and not publicity on the company. The heart of touching lives is unique in the sense that Airtel is spreading the massage on the spirit of giving and encouraging others to join hands.
Feedback has being received from stakeholders, government and even the media on the way to go about it and in the process of touching people’s lives you end up changing their lives completely and can never be the same again. And the sustainability of the programme goes beyond the feedback they get it is the desire that the people that have being helped do not fall back again and that has made them to go back after one year to see if it has being sustained by the beneficiaries.
Again when a good thing is started, no one will want to stop and the initiative is receiving good attention from the government as someone from tax department has requested for a document on the programme to see how government can help the company and it is significantly influencing tax, and as the country develops, goodwill from the government will be improved upon.
And as a private company, they are not quoted and they may not be able to account for it publicly but in the future government itself well begin to tell these stories to reflect on tax payment.
The emotion-evoking stories of Airtel touching lives, are broadcasted on Sundays on Africa Magic Channel 151 by 7.30-8.00pm. Repeat broadcast is aired on Africa Magic Family 154 on Saturdays 8pm to 8.30pm; Africa Magic Urban on Thursdays 7.30pm to 8.00pm; AIT on Sundays by 6.30pm to 7pm; NTA on Wednesdays by 8.30pm to 9.00pm and Arewa 24 TV on Sundays by 7.00pm to 7.30pm.