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MTN today announced South Africa’s World Cup-winning South rugby captain, Siya Kolisi, has partnered with MTN and will be working with the company on several campaigns over the next two years, as MTN’s latest brand ambassador. A deal negotiated via Roc Nation Sports. The announcement was made during the launch of ChildLine’s ‘Smile a Rainbow’ initiative, through which the children’s NGO is distributing 20 000 protective masks, sponsored by MTN, to underprivileged primary school leaners across the country.
ChildLine understands that genuine care for those whom have suffered is the key ingredient in the healing process. Its goal is to ensure that children are protected from all forms of violence while noting that the safety of children is always critical, and especially during these challenging social and economic times that the Covid-19 virus has further exacerbated. The ChildLine masks are branded, on the inside of the mask, with the ChildLine contact number. “We want to drive awareness of the crucial services that ChildLine provides, and we want to do so directly with the children themselves. We also want children to know that help is only a phone call away so while the masks will protect them from the Covid-19 virus, the masks are also the constant access point for more help via our support line,” says Lynne Cawood, Director at ChildLine Gauteng.
“I am thrilled to announce my partnership with MTN through this ChildLine project,” said Kolisi. “ChildLine do the most remarkable work and I am looking forward to doing many more amazing projects with MTN, in the coming years,” he added.
Nomsa Mazibuko, MTN’s general manager for brand and communication at MTN South Africa, said the band partnership with Siya is a natural fit for MTN.
“MTN’s sponsorship of the Springboks means Siya already feels like part of our Y’ello family, so we are so proud to take that one step further by welcoming him as our latest brand Ambassador,” Mazibuko said.
“Siya is a wonderful role-model for young South Africans, so we wanted to do something meaningful and impactful to announce this brand ambassadorship, which is why we partnered with ChildLine. Our RWC captain embodies our MTN values of integrity, leadership and innovation and we look forward to collaborating with Siya and his Foundation, to grow enhance and grow the positive influence he has in our country,” she said.
During the COVID-19 lockdown level 5 Siya founded the Kolisi Foundation – the philanthropic platform developed by him and his wife Rachel which works to alleviate extreme poverty, to mentor disadvantaged youth and to promote equality for all. To date, the Kolisi Foundation has provided meals to more than 25,000 families.
“Our resilience as South Africans is unmatched and our ability to pull through during difficult times, especially during this period with COVID-19, has reminded all of us that when we come together as a country, a lot more can be achieved. I am proud to have partnered with MTN, a brand that shares my values of inclusion and leadership, through the good times and the bad,” Kolisi said.
MTN is proud to have donated R460 000 to increase Childline’s capacity to assist vulnerable children, their families and communities on the 24/7 Toll Free Help Line 08000 55555. Together, we aim to overcome the trauma of Covid-19 and promote a compassionate, caring South Africa, where the equality and dignity of all is assured along with the restoration of our national pride in our spirit of African Humanity. Since the national lockdown ChildLine has captured over 95 000 calls on their data system, about 19 500 of these calls are Covid-19 related queries.