MTN: Neknomination
Aqua South Africa
Creative effectiveness
When the 'Neknomination' drinking game—a global, social media phenomenon—hit South Africa, it evolved into a way for people to challenge others to do something positive. When cellular network MTN was nominated, they wanted to do something that could make a real, long-lasting difference.
We found a YouTube video created by local students asking for help during South Africa's educational crisis: the lack of access to learning materials for many schoolchildren in South Africa.
Within twelve hours, we produced a Neknomination response video telling them that MTN zero-rated mobile access to Wikipedia.
The results...