AIRTEL Africa has launched a new brand campaign aimed at inspiring Africa’s youth. The telecommunications and mobile money services provider, which operates in 14 countries across Africa, has unveiled a new strapline for the campaign: Reason to Imagine.
The campaign seeks to build a deeper emotional connection between Airtel Africa and Africa’s youth, focusing on the idea that imagination is the only qualification that matters. The campaign highlights Airtel Africa’s role in harnessing potential by delivering digital and financial solutions that enhance inclusion. The campaign seeks to celebrate the energy, creativity, and innovation of Africa’s young people.
Airtel Africa’s Group Chief Commercial Officer, Anthony Shiner, said: ‘It’s a well understood fact youth are central to achieving Africa’s potential. More than 60 percent of Africa’s population is under the age of 25 – and empowering this new generation is transformative for the future of the continent. Through this campaign, we are reaffirming Airtel Africa’s commitment to advancing the progress of Africa’s young people by providing the connectivity to turn every situation into an opportunity.’
The Reason to Imagine campaign includes a series of television commercials, market-specific print, online, outdoor and mobile creative executions. Airtel Africa’s current title sponsorship of The Voice Africa is an example of the company’s commitment to supporting Africa’s young people. The partnership with The Voice brings the show to the continent, showcasing exceptional African musical talent with a high-profile panel of coaches and TV hosts. One of the 100 selected talents will eventually be crowned ‘The Voice Africa’ in a live show currently airing on free to air TV stations across the continent and Airtel TV.