Airtel Launches Campaign Encouraging Customers to Avoid Unsafe Activity during COVID-19


Airtel Malawi on 15th July, 2020 launched a campaign encouraging its smartphone users to use the “My Airtel App” to avoid potential anti social activity during the COVID-19 crisis.

The “COVIDUPS” campaign introduces a quickly, humorous twist to COVID- 19 social responsibility messaging. The creative features a series of animated characters, the COVIDUPS-who each represent a different aspect of people’s behavior in response to to the safety measures, including Mr. No personal Guy, Mr Cash is King Guy and Mr. Party Don’t Stop Guy.

The campaign shows how these familiar and potentially unsafe-characters can all be avoided by using the “My Airtel App”, which offers a one-stop digital solution to pay bills buy goods and services, and transfer money to family and friends through Airtel Money. With no need to queue, customers can therefore, keep away from “COVIDUPS”, in addition to this,the My Airtel App further enables customers to top-up data, download videos, stream live music and video chat from home.

Airtel Malawi plc Managing Director Charles Kamoto, said the new campaign is about injecting some light-hearted relief into #BeSmartBeSafe messaging.

“As Airtel Malawi we want to demonstrate the full functionality of the My Airtel App and how it can furfil a wide range of needs during the current crisis, from making digital payments to staying entertained and hosting virtual gatherings during the pandemic”,said Kamoto.

To support the launch of the “COVIDUPS campaign, Airtel Malawi also rolled out the “Katswiri” community champion initiative, designed to keep customers connected and ensure they can financially support themselves, their friends and their family during the unprecedented times.

The intergrated campaign is running across social media channels including Facebook, Twitter, Instagram, You Tube and Airtel’s internal and owned channels, and digital channels, for the next eight weeks.