21 Days of Y'ello Care: Connecting at the Roots

MTN SA x Earth Hub Africa: 21 Days of Y’ello Care: Connecting at the Roots

MTN South Africa’s 2025 21 Days of Y’ello Care campaign, “Connecting at the Roots,” empowered young South African agripreneurs with cutting-edge technology to address food insecurity and youth unemployment. Launched on June 2, 2025, in Skeerpoort, North-West province, South Africa, in partnership with Earth Hub Africa, the initiative underscores the vital role of tech-driven agriculture in a country where nearly 10 million people face food insecurity. Since its inception in 2007, 21 Days of Y’ello Care has mobilised MTN employees to volunteer time and expertise to community projects. The 2025 edition focuses on bridging the rural digital divide and transforming agriculture from the ground up. In a rural community of Skeerpoort, farming has always meant hard work and uncertainty. Rainfall is unpredictable. Jobs are scarce. Young people leave because there is nothing to stay for. And those who remain often farm the way their grandparents did, by instinct, guesswork, and hope. Through a partnership with Earth Hub Africa, MTN equipped 10 young participants with smart-farming insights and tools, including drones, IoT sensors, and real-time dashboards to enhance crop production. These young farmers led agri-enterprises supplying food to feeding schemes. Each received connectivity solutions, technical support, and market access, serving as catalysts for job creation and restoring dignity through work.