Enabling Impact (AIP)

Stakeholder Engagement and Project Management for The MTN Foundation Anti-Substance Abuse Program (ASAP)

The Challenge

In the face of the rising scourge of substance abuse in Nigeria, the MTN Foundation took a bold step to tackle the emergent crisis. Being a telecommunications organization, they sought the help of various key agencies to decipher the best approach to this challenge.

MTN decided to build a multi-sectoral, multi-stakeholder platform leveraging collaborations to deliver a highly effective campaign in the six (6) Geopolitical zones of Nigeria.

AML was engaged as a third-party facilitator, to forge a formidable strategy to deliver a sustainable grassroots engagement. We were also tasked with stakeholder engagement, project management and community development/management throughout the 18-month duration of the pilot phase of this Project.

Our Approach

We Identified the target age bracket (18–35), social strata and stakeholder categories to be engaged for the technical support required to land an intervention of such magnitude.

In our role as part of a multi-disciplinary team, we liaised with partner agencies, participating in planning and conceptualization strategy sessions that resulted in the recommendation that MTNF adopts a preventive approach, designed to curb first use and habitual use. This informed the need for an advocacy campaign for the pilot phase and using the unique messaging style with the relatable ‘One Chance’ concept, the team designed 5 significant activities to cater to the different age groups.

The Result

From an impact assessment, ASAP is considered a huge success as over 44,000 people, including men, women and children, across 6 states in Nigeria were reached directly. Varied recommendations and contributions to the way forward in fighting substance abuse were recorded throughout various engagements with a broad spectrum of stakeholders.

As an organisation, MTN and MTNF enjoyed increased visibility with MTN perceived as a brand that cares for young people.

A sustainable platform with over 50 professional, proprietary and technical partners was established. While a strong network of volunteers were empowered for monitoring, support and direct intervention purposes.

AML is proud to be associated with what was a strong statement by MTN in supporting all parties working together to combat drug abuse, especially amongst Nigerian youths.