Airtel Unveils ‘A Reason To Imagine’ Campaign To Inspire Creativity Among Young People In Africa

A leading provider of telecommunications and mobile money services, Airtel Africa has launched a new Africa-wide campaign to build a deeper emotional connection with young people, including Nigeria’s globally acclaimed productive generation.

The campaign which is tagged ‘A Reason to Imagine’ is driven by the insight that in Africa, imagination is the only qualification that matters and showcases Airtel Africa’s role in harnessing this potential by delivering relevant solutions to consumers that enhance digital and financial inclusion.

Speaking at the launch, Airtel Nigeria’s chief executive officer, Carl Cruz, noted that “Africa’s young people are now, more than ever, owning their passions boldly, chasing their dreams with all their heart, and living life on their terms. At Airtel, we see this growth as a beautiful thing.

“This is why our new brand purpose represents our commitment to the future. It is about youth, about excitement, about fun, and most of all, about imagination,” he added. This new campaign highlights the status of Airtel as an enabler of young people’s dreams and ambitions, whatever these might be. To this end, the campaign seeks to celebrate the energy, creativity, and innovation of Nigerian youth.

In addition to the aim of the campaign, Airtel Africa’s Group Chief Commercial Officer, Anthony Shiner, added “It’s a well-understood fact that youth are central to achieving Africa’s potential. More than 60 per cent of Africa’s population is under the age of 25, and empowering this new generation is transformative for the future of the continent.”

The campaign is Airtel Africa’s most ambitious yet which comprises a series of television commercials and a combination of market-specific print, online, outdoor, and mobile creative executions.