In a powerful move to address the growing risks children face in the digital world, MTN, Africa’s leading mobile telecommunications operator, has teamed up with MTV Base, the continent’s top youth entertainment and pop culture platform, to launch Room of Safety—a bold, continent-wide initiative aimed at protecting young minds online.
The partnership forms part of MTN’s broader “Help Children Be Children” campaign and seeks to create safer digital spaces for African children and teenagers. As internet access expands across the continent, so do the threats—from cyberbullying and online harassment to exploitation and misinformation. This new initiative not only raises awareness but also equips youth with practical tools to navigate the digital age responsibly.
Room of Safety: A Game-Changer in Online Child Protection
Central to the initiative is Room of Safety, a 10-part short-form video series that speaks directly to Africa’s youth. The series will premiere on 20 July 2025 at 15:00 GMT on MTV Base (DStv Channel 322) and stream across social media platforms (@MTVBaseSouth and @MTVBaseAfrica). It features authentic, youth-driven storytelling and highlights the realities of online life—from peer pressure and fake identities to the dangers of engaging with strangers and AI-generated content.
The cast includes Craig Nobela, a member of Paramount’s Culture Squad, along with prominent young influencers from across the continent such as Yanda Woods, LordKez, Foyin Ongunrombi, Azana, MajorSteez, Melissa Nayimuli, Mawelele, and Naledi. Each episode is crafted to reflect real-world experiences, offering relatable guidance and empowering young viewers with strategies to stay safe and support one another.
A Strategic Partnership with a Shared Mission
This collaborative effort between MTN and MTV Base is rooted in a shared commitment to youth development and safety. Marina Madale, MTN Group Executive for Sustainability and Shared Value, underscored the urgency of the issue: “As technology evolves, so do the dangers—from AI-generated scams to online predators and harassment. At MTN, we believe that access must come with protection. Room of Safety is about giving young people a voice and the knowledge they need to navigate today’s digital world safely and confidently.”
Monde Twala, Senior Vice President and GM of Editorial at Paramount Africa, also emphasized MTV Base’s long-standing commitment to youth empowerment: “Over the past two decades, MTV Base has championed causes that matter—HIV awareness, gender equality, mental health. With Room of Safety, we’re taking that legacy online by helping African youth build resilience in a digital-first world.”
Ghana’s Commitment to Child Online Safety
In Ghana, MTN is reinforcing its role in supporting child safety through education and awareness. Adwoa Wiafe, Chief Corporate Services and Sustainability Officer at MTN Ghana, welcomed the launch of Room of Safety as timely and necessary: “True digital inclusion means creating environments where children can grow, explore, and learn safely. This campaign is not just about screen time—it’s about building trust, fostering dialogue between children and guardians, and making online safety a daily conversation in homes and classrooms.”
Research Paints a Stark Picture
The need for such an initiative is underscored by findings from a recent Ipsos study commissioned by MTN in Nigeria, South Sudan, and Zambia. The research revealed disturbing trends:
1 in 10 children in Nigeria and South Sudan have been victims of online harassment.
20% of children in South Sudan report experiences of online bullying.
In Nigeria, 79% of teens aged 13–17 spend more than an hour online daily.
Across the three countries, 30–40% of teenagers admit to chatting with strangers on messaging apps.
In Juba, South Sudan, teens who spend over an hour online are 17 times more likely to engage in risky digital behavior.
These statistics highlight the urgent need for tailored digital safety programs that go beyond awareness to include practical solutions and systems of protection.
Moving from Awareness to Action
As part of its Help Children Be Children agenda, MTN is supporting a range of initiatives to create a more secure online environment, including:
Supporting national child helplines and online reporting portals to encourage young people to report abuse and threats.
Expanding access to the Africa Online Safety Portal, especially in countries that lack centralized digital protection tools.
Facilitating the rapid removal of harmful content, including child sexual abuse material (CSAM), often within one hour of being reported.
Despite the existence of these tools, awareness remains low. Only 20–22% of children know how to report online abuse, yet over 80% of them want service providers to offer direct reporting mechanisms. This awareness gap is precisely what Room of Safety aims to bridge.
A Call to Safeguard Africa’s Digital Generation
Room of Safety is more than a television series—it is a rallying cry. A call to governments, educators, tech companies, parents, and youth to act boldly and urgently. To truly protect African children, stakeholders must:
Close existing data gaps on online abuse.
Implement and enforce digital safety regulations that reflect Africa’s unique realities.
Introduce digital literacy and online ethics education in school curriculums.
Foster collaboration between the public and private sectors, civil society, and international organizations.
The Road Ahead
With online risks becoming increasingly complex—from cyberbullying and deepfakes to AI-powered scams—the need for proactive protection is more critical than ever. Room of Safety offers a timely, practical, and engaging approach to ensuring that Africa’s children are not left behind in the digital revolution.
As Marina Madale put it: “It’s not enough to connect people—we must also protect them. Through this partnership with MTV Base, we are taking a bold step to ensure that Africa’s children can explore the internet with confidence, courage, and care.”
With its premiere just days away, Room of Safety promises to spark a long-overdue conversation—one that transforms fear into action, silence into empowerment, and digital access into opportunity.
The future of Africa is digital. Let’s make it safe.
