MTN Foundation Annual Report 2025
- Client
- MTN Nigeria Foundation Ltd/Gte
- Sector
- CSI/Non-profit & Social Development
- Project
- Annual Report 2025
- Deliverable
- Annual Report
The challenge
To tell the story of impact. The numbers are impressive, but the real story is happening in individual lives.
That was the challenge we faced with the MTN Foundation as it entered the next chapter following its 20th anniversary. Two decades of investment had produced numbers that were difficult to ignore: more than 3,389 communities reached, over 1,085 projects delivered, more than 613,300 individuals impacted and over ₦31.9 billion committed since inception.
But by 2025, the context had changed. Following a period of financial constraints within MTN Nigeria, the Foundation could not rely on the level of corporate funding it had previously received. It had to demonstrate not just how much it had done, but why what it had done mattered.
Our approach
The 2025 annual report needed one coherent voice and one connected story across the Foundation’s recalibrated priorities in education, health and capacity development. We wanted stakeholders to see the person behind the number: the woman whose pregnancy was supported through improved healthcare, the child whose education changed the direction of their future, and the youth who gained skills and a renewed sense of possibility.
We went looking for the stories within the programmes’ monitoring and evaluation. Some of the strongest were found in quieter moments where an intervention had altered someone’s circumstances in a meaningful way. Alongside this, we revisited and validated information until the story was materially accurate. The numbers had to tell the truth before the stories could tell the difference.
The result
A deliberate move away from "look how much we have done" towards "look at what this has meant to people’s lives." The work also helped shape how the Foundation communicates impact in future years: data establishes the scale, while lived stories demonstrate the meaning.
Scope summary
- Narrative writing
- Editorials and content development
- Design development
- Project management
- Digital and print reprography
