Sound n’ Screen:Touching Lives… Return Of Uplifting TV Show

No doubt, companies that involve in Corporate Social Responsibility (CSR) activities stand the chance to impact on their areas of operations.

As brand owners engage in environmental and social projects, they also indirectly increase their popularities among patrons.

Little wonder most corporate organisations in the country in recent times, have adopted the CSR concept, which stipulates that, beyond the primary objective of making profit, every organisation has a humanitarian and philanthropic responsibly.

However, in practical terms, some business executives still viewed CSR as just another source of pressure or passing fad.

But as customers, employees, and suppliers—and, indeed, society more broadly—place increasing importance on CSR, some leaders have started to look at the concept as a creative opportunity to fundamentally strengthen their businesses, while contributing to society at the same time.

As the concept becomes increasingly popular in the business environment, the big challenge for corporate executives today is how to develop an approach that can truly deliver on these lofty ambitions.

While some innovative companies have managed to overcome this hurdle, with smart partnering emerging as one way to create value for both the business and society simultaneously, others are still grappling to find a winning formula.

Last year, when Airtel Nigeria introduced Touching Lives, a TV show about creating a platform for ordinary people in need and for those making a difference in people’s lives, many described the programme as a groundbreaking approach to CSR investment.

Beyond doling out cash prizes to beneficiaries and their family members on screen, this initiative was carefully crafted to give equal opportunities to both men and women, young and old, rural and urban dweller to get uplifted through the platform, which seeks to bring relief and succor to their lives and giving them a chance to fulfill their life long dreams.

Unlike in some other cases, where the organisation reserve the right to chose who benefits from their CSR activities, Airtel Touching Lives give the right to members of the public to nominate someone or families they think that should be featured in the programme.

Then from the various nominations received, 24 beneficiaries are selected and the production team then goes on a road show to verify and capture their stories directly.

These stories are then made into short stories in a studio, which were aired over 13 weeks on major Television stations nationwide.

The Season One of the Airtel Touching Lives featured 26 emotion-evoking stories, which brought to limelight the commitment and kind-heartedness of the brand in uplifting the conditions of underprivileged people across the Nigerian society.

Anchored by popular On-Air-Personality, Wana Udobang, the 13-episode programme, which aired on satellite and terrestrial TV stations in Nigeria and across Africa, was followed by millions of people.

After recording monumental success with the maiden edition of the show, Airtel Nigeria has announced the commencement of the second edition of the initiative, with a resolve to transform more lives through the platform.

Speaking at the unveiling of the new season held recently in Lagos, Managing Director and Chief Executive Officer of Airtel Nigeria, Mr. Segun Ogunsanya, said the telco is rolling out the second edition of the revolutionary programme based on the level of successes recorded with the first edition. “Airtel went the length and breadth of the country, last year, scouting for people who needed help and for causes to support.

The journey yielded great results as we touched the lives of many Nigerians.” Ogunsanya also noted that the Airtel Touching Lives initiative marks a significant milestone in the company’s history of CSR interventions, just as it perfectly aligns with the telco’s vision of connecting Nigerians to their dreams, enriching lives, uplifting people and creating prosperity for the people and communities we serve.

We believe that for us to be a great company, we must be a good company and we are very much committed to earning our social license – the love and acceptance of the people we serve, “he said.

Meanwhile, the door is now open for Nigerians to nominate disadvantaged persons who are in need of care or special interventions via http://airteltouchinglives.com.

Alternatively, a nomination letters not more than 1000 words can also be submitted at Airtel Showrooms, shops and dealers’ outlets nationwide. Interested people can also go to Airtel Facebook page and Airtel CSR/Touching Lives web page for further information.

The unveiling ceremony was attended by several dignitaries including Innocent Chukwuma, Country Representative, Ford Foundation; Reginald Ihejiahi, former Managing Director & Chief Executive Officer, Fidelity Bank and Member, Airtel CSR Advisory Committee; Yemi Cardoso, Chairman, Citi Bank and Member, Airtel CSR Advisory Committee and Mrs. Laja Adedoyin, Heart of Gold Children’s Hospice among other guests.

Members of the Airtel Executive Council that graced the occasion were Director of Corporate Communications & CSR, Emeka Oparah; Chief Sales Officer, Godfrey Efeurhobo; Director of Legal & Company Secretary, Gbenga Rotimi; Human Resources Director, Gbemiga Owolabi; Director of Strategy & Performance Management, Tenu Awonoor; Director of Supply Chain Management, Ragvendra Gupta and Director of Information Technology, Rhajat Jain. Meanwhile, Airtel Brand Ambassadors 2face Idibia and Patoranking added colour to the occasion.