MTN Share Kindness

Magna Carta Reputation Management Consultants

Always committed to helping where needs are greatest, MTN South Africa’s Share Kindness, which ran in October (being Depression and Mental Health Awareness Month) and November 2021 (with World Kindness Day on 13 November), saw South Africans leave painted rocks carrying powerful messages of hope, in public parks, trails and paths where other people will find them – hoping to bring a little light into the lives of those feeling desolate and disconnected.

Four thousand (4000) rock painting kits, including 18,000 rocks, were manufactured and distributed to underprivileged schools, social media influencers, the media, MTN employees, and customers through key MTN stores across the country. A partnership with the South African Depression & Anxiety Group saw rock kits were also delivered to SADAG counsellors and beneficiaries at three SADAG centres – for stress and anxiety relief.

An engagement activity as part of the campaign encouraged South Africans by way of a ‘how-to’ video to paint and place their pebbles in public areas, photograph them and upload them (or any Share Kindness pebbles they came across) to social media using #ItsGoTime and tagging @MTNza. For every pebble uploaded, MTN pledged to donate R10 to SADAG.

The drive continued through World Mental Health Day all the way through to World Kindness Day - and culminated in a R500,000 donation to SADAG.