As a brand, TECNO has always been committed to emerging markets. Through our “Stop At Nothing” brand ethos, our goal is to improve the lives of users around the world, through groundbreaking innovative technologies – such as our inclusive imaging technologies designed to capture diverse skin tones more accurately – as well as through initiatives that can make a transformative impact on people’s lives. Following our sponsorship of the Africa Cup of Nations (AFCON) 2023, our TECNO Dream Field Renovation Campaign is rooted in the belief that football has the power to transform lives, too.
The aim of the campaign is to renovate 100 football fields across Africa between 2024 and 2028, to create joy and opportunity for youth in underprivileged communities. Our mission targets the most neglected football fields, which often lack basic amenities like nets, proper turf, and boundary lines. We aim to turn these barren spaces into vibrant, safe, and well-equipped football fields, allowing children to play on better-quality pitches and pursue their football dreams.
By achieving these goals, TECNO aims to promote sports inclusivity so that everyone can enjoy the game, empower young talents to reach their potential, and strengthen bonds in local communities. We hope to make a lasting impact on communities in the continent, providing safe spaces for children to play and fostering young footballing talent. Through the TECNO Dream Field Renovation Campaign, we envision vibrant fields where the love for football can flourish, creating a brighter future for African youth.
The TECNO Dream Field Renovation Campaign aims to transform 100 football fields across Africa from 2024 to 2028. Our strategy is designed to ensure successful, impactful, and sustainable renovations, improving playing conditions for children in underprivileged communities.
First, we established clear standards for the renovations, including high-quality turf, durable goal net, clear boundary lines and an exclusive TECNO plaque with a serial number. We then planned the allocation of the renovations across the continent, with fields to be renovated in Ivory Coast, Nigeria, Senegal, Mali, Ghana, Kenya, Cameroon, DRC, Uganda, Tanzania, Zambia and Rwanda in varying numbers. Finally, we established the goal to have annual milestone celebrations and ceremonies to mark the ongoing progress of the campaign – in order to maintain the momentum and create moments of joy for local communities to celebrate.
We aimed to spread the word about the campaign through a multichannel communication strategy in order to build support for the campaign and foster relationships in local communities. Collaborating with African football legends such as El Hadji Diouf and Jay-Jay Okocha to host charity football matches, we hoped to catch the attention of social media in order to spread the message and create enthusiasm for the initiative.
To ensure the successful execution of the strategy, we prioritized community engagement and collaboration. By actively involving local communities, governments, and football associations in identifying fields in need of renovation, we have been able to build relationships in the communities and earn the trust and support of locals. Working alongside local contractors and suppliers, we are not only able to guarantee timely project completion through regionally sourced materials, but also support local economies.
Furthermore, transparency and winning public trust are central to the success of the campaign. We have implemented rigorous oversight measures, including publishing detailed budget breakdowns covering labor, materials and other costs for each renovation online, sharing regular progress reports with photos and videos on social media, and holding regular communication channels through newsletters, meetings, and webinars. This ensures that all stakeholders, from sponsors to community members, are informed and engaged throughout the process.
Over such a long-term campaign we expect to encounter challenges and have made plans for how to overcome them. For example, the delivery of materials to remote locations can be difficult. We can overcome this by partnering with local companies, whose familiarity with the area can ensure efficient deliveries, while also strengthening ties with the communities being served. Contingency plans have also been made for unpredictable weather to ensure minimal delays to construction. Finally, to ensure crucial community buy-in, we hold community meetings and involve local leaders in the planning and execution phases to foster a sense of ownership.
Although in its early stages, the TECNO Dream Field Renovation Campaign has been greeted with great enthusiasm across Africa, and with contracts already signed in Kenya, Cameroon, Nigeria and Mali. We see success across a number of aspects:
By 2028, the 100 football fields we will have renovated across Africa will be impacting thousands of young people, providing the necessary infrastructure for youth to pursue their football dreams.
Through a multi-channel communications strategy, the campaign has widely resonated with local communities and attracted attention from many media outlets and on social media, achieving a reach of over 384 million. Through social media, we also reached out to local communities to collect renovation needs, ensuring our efforts were community-driven. We hosted AFCON Watch Party events to further amplify community engagement, sharing the joy of football and reinforcing our connection with local communities.
Our five-year plan ensures sustained community development, with renovated fields becoming hubs of activity that foster local talent and promote sports inclusivity. The long-term vision of our campaign ensures a lasting impact, setting a precedent for future philanthropic initiatives.
Through strategic planning, community engagement, and transparent execution, the TECNO Dream Field Renovation Campaign is successfully empowering youth, fostering passion, and enhancing football infrastructure across Africa, driving the campaign and the region to even greater success.
