New tagline and new Reach for Change initiative for Tigo


Image: Adil El Youssefi. By Nana Appiah Acquaye
Adil El Youssefi

By Nana Appiah Acquaye, Accra, Ghana

Tigo Ghana has unveiled a new tagline and a new Reach for Change social entrepreneurs contest.

The new tagline comes as competition among telcos in Ghana grows fiercer, and Mobile Number Portability drives telcos to aggressively woo customers from competing networks.

To reflect its efforts to give subscribers the best quality services and remain happy all the time, Tigo Ghana has changed it tagline from ‘express yourself’ to ‘smile, you’ve got Tigo’.

The CEO of Tigo Ghana, Adil El Youssefi, says Tigo aims to put a smile on the face of every Ghanaian with its affordable products and services, quality network and excellent customer service.

“This is what drives us and keeps us awake at night at Tigo. I will therefore invite you all to join the network that understands your need and takes practical steps to satisfy your needs putting a smile on your face. No other network understands your needs better than us at Tigo. The network that actually works” he said.

Tigo’s new tagline was unveiled during an official launch of one of Tigo-Ghana’s local CSR interventions, known as the Reach for Change Initiative in Accra. The initiative, which is a partnership deal between Tigo Ghana and a Swedish based –non-profit organization, Reach for Change, is aimed at improving the lives of children through social entrepreneurs who have ideas on how to better the lives of children across all Tigo African operations. 

Adil El- Youssefi reiterated Tigo’s belief in the initiative and noted that Reach for Change would further contribute to enhancing the lives of children and youth who are the hope for the future.

“Tigo believes in partnering and empowering individuals with the passion and idea to make a change. On our part, we will support each of the selected entrepreneurs with USD25,000 each over a three year period to enable them implement their project. Additionally, we will provide our chosen social entrepreneurs with professional advice and counseling to make their projects sustainable” he added.

The Head of Integrity & CSR at Tigo Ghana, Leticia Adu-Ampoma, explained to Biztechafrica how the selection process works: Shortlisted applicants will be given the opportunity to present their business plans to the team. Two winning social entrepreneurs will then be selected and they will each receive a salary fund of twenty-five thousand dollars each (USD25,000.00) over a three year period with professional advisory support from Tigo. She also indicated that, seven social entrepreneurs are already benefiting from the pilot Reach for Change initiative held in 2011.

Interested social entrepreneurs or the general public with a desire and idea to transform the lives of children can apply online by visiting the reach for change website at,or the Tigo website at or any Tigo Customer Care Centre. Interested applicants can also dial 4545 for assistance. Applications close on November 30, 2012. 

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