MTN Nigeria has launched a youth-focused campaign known as “Live It 100” aimed at supporting young Nigerians through music, gaming, business, innovation and entertainment.
The campaign was introduced in partnership with The Gathering during a 100-hour event held at the National Stadium in Surulere, Lagos, from April 22 to 26.
The event brought together gamers, creators, entrepreneurs, podcasters and innovators, with thousands attending physically while others followed online through social media platforms.
One of the major activities at the event was a startup pitch competition where 30 businesses presented their ideas for funding and support.
At the end of the competition, MTN awarded N45 million to selected startups operating in sectors including health technology, fintech, education and the creative industry.
HubPharm Africa received N15 million as the top winner, while Coconoto Ltd. and Rava Send also got funding support.
Chief Executive Officer of MTN Nigeria Karl Toriola said the company’s role was to provide support and opportunities for young Nigerians.
“The Gathering is the fire; MTN is the oxygen,” he said.
Chief Marketing Officer Onyinye Ikenna-Emeka said the initiative reflected a different approach to engaging young people.
“The ideas and partnerships formed over these 100 hours show exactly what happens when corporate Nigeria is finally listening to young Nigerians,” she said.
She added that the company wanted to support youth-led innovation and economic growth through the partnership.
The campaign also featured networking sessions, entertainment and other activities designed to connect young Nigerians and promote entrepreneurship and innovation.
