MTN rolls out ‘Go Make A Difference’ campaign

•unveils Tunde Onakoya as ambassador

In a vibrant start to the new year, MTN Nigeria has rolled out a campaign with a powerful message: ‘Go Make A Difference (Go M.A.D)’.

Launched at an intimate event on January 22, at MTN Plaza in Lagos, this bold initiative serves as a rallying cry for Nigerians to take strategic actions that inspire change and foster community development.

Tunde Onakoya, a Nigerian chess grandmaster and founder of ‘Chess in Slums Africa’ is the face of the campaign. Tunde, renowned for his innovative use of chess to uplift children in underserved communities, has been unveiled as the campaign’s ambassador. His story—from humble beginnings to becoming a global changemaker—mirrors the essence of Go M.A.D: Dream big, push hard, and, above all, make a difference.

He said, “Being a part of Go M.A.D. is deeply personal for me,” My story is a very interesting journey, i grew up in a small coomunity and at the age of 10, i couldn’t go to school anymore and was at home for a couple of years and it was at that time when i found chess. Tunde said during the launch event.

“Chess taught me strategy, discipline and gave me my own identity, but more importantly, it showed me the impact of sharing knowledge and creating opportunities for others and a way to fight for my own place in this world. I’m excited to work with MTN to inspire Nigerians that it is not enough to gain mastery, but use that knowledge and take bold steps toward making a difference.”

One of the highlights of the event was a live chess game between Tunde and several MTNers. “At MTN, we believe in driving progress, giving our customers the power to rise above challenges and create something extraordinary. This is the very essence of the Go M.A.D campaign. It is premise on the idea that the MTN data gives you the power to take on the world, to do the extraordinary, and make a meaningful difference in your communities, families, and in your place of work. It is MTN’s way of saying; we see you, support you and are here to make your journey better.” said Onyinye Ikenna-Emeka, Chief Marketing Officer of MTN Nigeria.

“Tunde’s story characterized by setbacks, determination and success exemplifies the very essence of the Go M.A.D campaign, and we are proud to have him as part of this campaign,” he added.

The matches were friendly yet symbolic, showcasing the strategic thinking, intentionality, and collaboration needed to create lasting impact—qualities central to the Go M.A.D. campaign. The chessboard served as a metaphor for life, reinforcing that every move matters when pursuing meaningful change.

Beyond the initial fanfare, the telco aims to sustain the campaign’s momentum through community engagement. Tunde Onakoya’s journey, paired with MTN’s reach, creates a compelling call to action for Nigerians of all backgrounds.

For many, the campaign’s true power lies in its simplicity. Whether it’s mentoring a child, organising a community cleanup, or advocating for a cause, Go M.A.D. reminds us that every effort counts. Just as in chess, small, deliberate moves can lead to extraordinary outcomes.

As the campaign unfolds, one thing is clear: The Go M.A.D. initiative is more than a campaign. It’s a movement, a challenge, and a promise—to inspire Nigerians to make a difference, one move at a time.

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