MTN Ghana has taken a significant step toward youth empowerment by equipping 35 young entrepreneurs in the Upper East Region with practical digital marketing and artificial intelligence (AI) skills to enhance their business operations.
As part of its annual “21 Days of Y’ello Care” initiative, the telecom company rolled out a two-day intensive training programme in Bolgatanga, aimed at bridging the digital knowledge gap among small-scale business owners. The focus was on helping participants, drawn from various industries including fashion, crafts, basket weaving, and food services, to fully harness social media platforms such as Facebook, Instagram, and TikTok—not merely for posting, but for targeted audience engagement and sales conversion.
What set this year’s training apart was the inclusion of emerging AI tools in the curriculum, exposing entrepreneurs to the transformative power of automation and data-driven marketing in the modern business landscape.
Speaking during the event, Mr. Martin Yaw Kumobah, MTN’s Upper East Regional Lead, explained that the initiative was designed to move beyond traditional charity and instead focus on economic empowerment through digital literacy. He noted that many young entrepreneurs already had social media accounts but lacked the technical know-how to grow their businesses using these tools.
“Social media is more than just likes and shares—it’s a strategic channel for scaling businesses,” Mr. Kumobah emphasized. “With the right knowledge, even a local fashion designer or food vendor can reach national and international markets.”
He added that the training was free and structured to ensure participants could not only apply the skills themselves but also potentially become digital consultants for other small businesses in their communities.
Participants expressed gratitude for the opportunity. Ms. Paulina Kuoro, who operates a cement retail business, said the training opened her eyes to the potential of using digital platforms to drive customer engagement and increase sales. Similarly, fashion entrepreneur Mr. Mamudu Bansi said although he had social media accounts, he had never understood how to monetize his online presence until now.
The Y’ello Care programme, which began in 2007, continues to be MTN’s flagship employee volunteerism platform, supporting long-term community development through education, health, economic empowerment, and technology-based interventions.
With Ghana’s growing digital economy, initiatives like these play a vital role in building a resilient, tech-savvy entrepreneurial ecosystem—especially in underserved regions.
