MTN’s Liberia OpCo approached us with a challenge: to help transform their image from a traditional telco to an integral part of Liberia’s social fabric. They wanted a Corporate Social Responsibility (CSR) platform that would resonate deeply with the community and be genuinely rewarding.

From a strategic standpoint, we were tasked with creating a unique version of “Heroes of Change” for Liberia—one that would feel authentic, inclusive, and inspiring. Our approach began with the fundamentals: we developed the concept of a governing council and a panel of judges to oversee the initiative, ensuring transparency and legitimacy. This strategic move was designed to eliminate any perceptions of bias and to reinforce the integrity of the platform.

Next, we dove into crafting a distinct brand identity for the platform. We defined clear pillars for consideration, aligning with the values and needs of the Liberian community. Our aim was to uncover and celebrate the “hidden lights” of Liberia—those individuals who quietly make a difference in their own corners of the world, embodying the strength and resilience of the nation.

“Heroes of Change” became more than a CSR initiative; it was a movement. It provided a stage for everyday heroes whose efforts often go unnoticed, shining a light on their contributions and amplifying their stories. This platform has not only strengthened MTN’s bond with the Liberian community but also showcased our agency’s ability to create impactful, purpose-driven campaigns that truly resonate with the heart and soul of a nation.