Zili Mwa Ife
Client
Airtel
Service
Telecom
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Brief
Airtel was investing in corporate social responsibility (CSR), but the impact wasn’t landing. Public perception painted the brand as foreign, profit-first, and disconnected from local realities. Despite significant CSR spend, trust was low and efforts felt more like brand whitewashing than genuine contribution.
Year
Year
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What we did
Created a multi-channel campaign with real community heroes, transparent nominations, and cultural validation. Amplified through film, radio, and ceremonies. Received 6,000+ entries, became Airtel’s top campaign of 2023, and rebuilt brand trust.
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