How MTN drives data penetration in Nigeria

MTN Nigeria has unveiled a new campaign tagged ‘Go Make A Difference (Go M.A.D)’ to drive data penetration in Nigeria.

Tunde Onakoya, a Nigerian chess grandmaster and founder of Chess in Slums Africa was also unveiled as the face of the campaign.

Go M.A.D, is an initiative that aims at supporting Nigerians to take strategic actions that inspire change and foster community development.

“Being a part of Go M.A.D. is deeply personal for me. My story is a very interesting journey, I grew up in a small community and at the age of 10, I couldn’t go to school anymore and was at home for a couple of years and it was at that time when I found chess,” Onakoya said.

His story of moving from a humble beginning to becoming a global changemaker, mirrors the essence of Go M.A.D, which urges Nigerians to dream big, push hard, and, above all, make a difference.

“Chess taught me strategy, discipline and gave me my own identity, but more importantly, it showed me the impact of sharing knowledge and creating opportunities for others and a way to fight for my own place in this world,” Onakoya said.

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Onyinye Ikenna-Emeka, Chief Marketing Officer of MTN Nigeria, said the campaign is based on the idea that MTN data give users the power to take on the world, do extraordinary things, and make a meaningful difference in their communities, families, and place of work.

According to her, the campaign is MTN’s way of saying; we see you, support you and are here to make your journey better.

“At MTN, we believe in driving progress, giving our customers the power to rise above challenges and create something extraordinary. This is the very essence of the Go M.A.D campaign,” Ikenna-Emeka said.

One of the highlights of the event was a live chess game between Tunde and several MTN members of staff. The matches were friendly yet symbolic, showcasing the strategic thinking, intentionality, and collaboration needed to create lasting impact, which is a central quality to the Go M.A.D. campaign.

According to the telco, the chessboard served as a metaphor for life, reinforcing that every move matters when pursuing meaningful change. Beyond the initial fanfare, the telco aims to sustain the campaign’s momentum through community engagement, with Onakoya’s journey as a compelling call to action for Nigerians of all backgrounds.