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CellCom Drops Calling Rates for Inauguration: New Campaign Intended to Promote Reconciliation

Kimmie Weeks

 Liberia-based Cellcom, the winner of the  National Excellence Award, and a leading  cell phone company announced a drop in its call rates from 15 cents per minute to 1 cent per minute in anticipation of the upcoming inauguration ceremonies in the country. Cellcom’s corporate communications strategist Kimmie Weeks says the reduction in call rates is intended to celebrate the 2012 inauguration, and also to promote unity and reconciliation among Liberians. The youth activist made the disclosure Thursday at Cellcom’s headquarters in Monrovia where he stressed the company’s “WE ARE ONE” new advertising campaign theme, which is in line with Liberia’s peace initiatives intended to unite every Liberian.  

 The “WE ARE ONE” campaign is part of Cellcom’s long-term effort to make communications affordable, and will also allow Cellcom’s subscribers to be able to call all-day and everyday for the lowest possible rate of 1 cent.

      “We are doing it because it is the right thing to do, and because we want to ensure that every Liberian enjoys the inauguration season,” Weeks added.

     Mr. Weeks also acknowledged that over the years, Cellcom has launched a series of people-focused advertising campaigns including “We are united”, “1Goal,” and now in 2012 the “WE ARE ONE” initiative to bring Liberians together. Cellcom’s Public Relations Officer T. Max Jarteh said he strongly believed in the new campaign because of its focus to unite Liberians.

Jarteh made it clear that reconciliation is a high priority in Liberia in the next six years, and that Cellcom’s first major campaign in 2012 would be about unification. He has also stated “our prices are not going up but only the strength of our network, that’s why we dropped our price as we want to keep you talking to friends and family, anytime, anywhere.”

Cellcom’s Chief Executive Officer Avishai Marziano, noted however, that maintaining the confidence and trust of the company’s fastest growing base of than 800,000 customers is critical to its growth.

     “The Liberian people will always be our #1 priority. We are enormously proud of the positive role we have played in changing people’s past experience of mobile technology, by making quality mobile service accessible and affordable to the Liberian people,” he said.

Moses Owen Browne, Jr., a Monrovia-based correspondent, writes for The Liberian Dialogue. He can be reached at

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