ZAIN innovates by renting advertising space on the TRIKADEMIK: A mobile billboard that provides free school transport to children living in rural areas. The campaign, which complements Zain’s strategy of empowering customers started in February 2010 in Hohoe, Volta Region, Ghana. The TRIKADEMIK is implemented in secondary towns, such as Hohoe, which are targets for ZAIN promotional activities. The tricycles provide free school transport for up to 60 children from a village who previously had to walk to school for 3 hours daily.Unemployed youth from the village are hired as drivers transporting the children to school. The rest of the day, they promote and distribute ZAIN products, thereby enhancing market penetration for ZAIN and effectively fighting poverty in rural areas.As an advertising platform, the Trikademik complements perfectly ZAIN's corporate philosophy in creating “A wonderful World” in the communities in which they operate by bringing a practical application to the brand's core values of radiance, heart and belonging. These values have been adopted to empower children in the rural communities by giving them better access to education and creating employment through TRIKADEMIK.Additionally, using the Trikademik as an advertising platform fits in perfectly with the commitment ZAIN made towards helping African countries to deliver on the Millennium Development Goals by directly impacting in MDG 1 to fight extreme poverty and MDG 2 to achieve primary education for all children.