Making a promise is one thing and fulfilling it is another. Often times, many promises are made and no action is taken thereafter to give them a practical effect and many corporate entities have not fared well in this regard. Many are those that have defaulted in several instances in “walking their talk” hence the sceptism on the part of many Ghanaians when promises are made, but this is one area in which Airtel stands distinguished as a company and a brand.
Launched in November 2010, Airtel entered Africa and Ghana, for that matter, with piles of promises, stating with emphasis how it intends to roll out with innovation and in its main line of business unparalleled products & services as well as additional social interventions thoughtfully tailored to address the varied socio-economic needs of the communities within which it operates. Many who have followed the exploits of the company in its country of origin knew these promises would be pursued at all cost. One after the other and in a manner to demonstrate the commitments made, Airtel has honoured its launch promises both in the delivery of top-notch services and in the area of Corporate Social Responsibility (CSR), proving it is a worthy ally committed to giving back to its communities.
One such initiative and another example of an honoured promise which will further consolidate Airtel’s position as a leader in the CSR space is the company’s flagship initiative, Touching Lives – an all-embracing project, opened to all who are not even on the Airtel network. The concept of Touching Lives involves the creating of an opportunity for Ghanaians to nominate people they know who are going an extra mile to make a difference in the lives of others in their families and communities. It was introduced to give a positive touch to the lives of yet another set of Ghanaians and to offer them a lifetime opportunity to change their lives for the better and, by extension, contribute to the wellbeing of the citizenry. In the first season of Touching Lives aired on various television stations across the country in 2010, Ghanaians were inspired by the heroic deeds of people like Dr. Fuseini Abdulai who has single-handedly decided to treat and fend for sick and mentally ill people in his community; Ghanaians also watched Sarah, a young woman who had for 23 years being hopping because she had one leg was given prosthetics to give her a new lease of life. Today, these beneficiaries, most of whom were then visibly helpless are fast rising up the ladder of success in various businesses, educational and other endeavours in a manner they gladly admit is “beyond their imagination”.
Airtel Ghana is continuing to touch the lives of Ghanaians. As an outgrowth of the first season as seen on TV, this year’s is an improvement on the previous edition, coming with bigger and more interesting twists and with wider tentacles capturing people with very varying, impactful and indeed touching stories to tell. Touching Lives takes corporate social responsibility to different heights considering the fact that nominations are opened to Ghanaians in general, whether or not they are Airtel subscribers.