Executive head of marketing for Cell-C, Doug Mattheus, explained that the donation of the airtime vouchers was an extension of Cell-C’s Believe campaign.
The campaign aimed to showcase South Africa’s greatness by getting Cell-C staff volunteers to perform random acts of kindness throughout the country over the festive season. The campaign included giving passengers on the Gautrain free train tickets and shoppers at malls across the country free parking tickets.
“This campaign also aimed at showing staff that these random acts of kindness can really make them feel empowered to change people’s lives for the better, even in the smallest way,” Mattheus said.
Cell-C had an existing partnership with ER24 and decided that donating airtime vouchers would be the perfect act of kindness to bestow upon the team of paramedics, because paramedics needed to be in constant communication with each other and the public.
“It’s extremely important to give back to essential services because lives hang in the balance,” Mattheus said.
By Varushka Padayachi