MTN and MTV Base Launch “Room of Safety” to Champion Online Child Protection Across Africa

In an ambitious effort to curb the growing threats children and teenagers face online, MTN, Africa’s largest mobile network operator, has partnered with MTV Base, the continent’s leading youth entertainment and pop culture platform, to launch “Room of Safety”—a transformative, youth-led initiative aimed at promoting responsible digital behavior and protecting young people across Africa’s digital landscape.

The initiative is a key pillar of MTN’s “Help Children Be Children” campaign, which focuses on ensuring that as digital access increases across Africa, so too does the protection and empowerment of the youngest users. Through its collaboration with MTV Base, the campaign seeks to reach millions of youth with compelling, relatable content that raises awareness and offers actionable tools to navigate the internet safely.

“Room of Safety” – A Safe Space for Digital Dialogue

At the heart of the initiative is a 10-part short-form video series titled Room of Safety, which is set to premiere on Saturday, July 20, 2025, at 15:00 GMT on MTV Base (DStv Channel 322) and across MTV Base’s social platforms, including @MTVBaseSouth and @MTVBaseAfrica. The series uses storytelling grounded in the real-life experiences of African youth, tackling digital issues such as cyberbullying, AI exploitation, online harassment, inappropriate content, and social media pressure.

The episodes feature Paramount’s Culture Squad member Craig Nobela, along with a diverse cast of influential young Africans including Yanda Woods, LordKez, Foyin Ongunrombi, Azana, MajorSteez, Melissa Nayimuli, Mawelele, and Naledi. Each voice brings authenticity, energy, and empathy to the screen, resonating with the everyday challenges young people face in the digital world.

An Alliance to Safeguard the Future

Speaking on the importance of the initiative, Marina Madale, MTN Group Executive for Sustainability and Shared Value, highlighted the urgency of addressing online threats in a digital-first era: “As technology evolves, so do the risks our children face—from AI manipulation and data breaches to stalking and grooming. At MTN, we believe that access must come with protection. Room of Safety is our way of empowering young people to speak up, stay safe, and support each other online.”

Monde Twala, Senior Vice President and General Manager of Editorial at Paramount Africa, emphasized MTV Base’s ongoing commitment to youth causes: “For two decades, MTV Base has used its platforms to elevate issues that matter to Africa’s youth—HIV awareness, gender rights, mental health. With Room of Safety, we’re adding a digital layer to that advocacy, helping young people take control of their online experience and feel confident navigating it.”

Ghana’s Perspective on Digital Protection

In Ghana, where MTN is a dominant player in the digital space, the initiative has been received with enthusiasm and optimism. Adwoa Wiafe, Chief Corporate Services and Sustainability Officer at MTN Ghana, expressed how the program fits within the country’s broader vision of digital inclusion and child protection: “Children must be allowed to explore and grow online without fear. Room of Safety creates the opportunity for young Ghanaians to not only become aware of the dangers but also to become ambassadors of safety—engaging their families, schools, and communities in the conversation.”

Ipsos Study Reveals Stark Realities

A major driver behind the campaign is a recent Ipsos study commissioned by MTN, which examined online behaviors and experiences of children aged 8–17 in Nigeria, South Sudan, and Zambia. The findings are sobering:

1 in 10 children in Nigeria and South Sudan has been harassed online.

In South Sudan, 20% of children reported being victims of online bullying.

79% of teenagers in Nigeria aged 13–17 spend more than one hour online daily.

30–40% of teens in the three countries admit to chatting with strangers online.

In Juba, teens who spend more than an hour online are 17 times more likely to engage in risky digital behavior.

These statistics paint a clear picture: African children are online more than ever before, yet they remain largely unprotected.

Turning Awareness Into Action

Through Room of Safety, MTN and MTV Base are moving beyond awareness to action. The initiative is being rolled out alongside several protective measures under the Help Children Be Children campaign, including:

Support for national child helplines and online reporting platforms.

Expansion of the Africa Online Safety Portal in underserved countries.

Rapid removal of harmful digital content, such as child sexual abuse material (CSAM), often within an hour of being flagged.

Community engagement initiatives to bridge the gap between youth, parents, teachers, and policy makers.

Despite these tools, the Ipsos study found that only 20–22% of children are aware of reporting platforms, though more than 80% expressed a strong desire for telecom providers to offer direct ways to report abuse.

A Shared Call to Action

As cyber threats become more sophisticated—ranging from AI exploitation and deepfakes to phishing scams and hate speech—the time for passive conversation is over. Room of Safety represents a continental call to action: for governments to prioritize digital child safety, for educators to teach online ethics, and for tech companies to embed protection in their platforms.

The initiative urges all stakeholders to:

Close the knowledge and policy gaps in online child safety.

Enforce child-centric regulations and safety protocols.

Embed digital citizenship and cyber ethics in educational curricula.

Promote cross-sector collaboration to create sustainable, youth-centered solutions.

A Movement for a Safer Digital Africa

As the July 20 premiere approaches, Room of Safety is poised to become more than a video series—it is a movement aimed at shifting the digital culture for Africa’s next generation. By giving young people a platform to share, learn, and lead, MTN and MTV Base are building a future where every child can log on with confidence, safety, and dignity. “This isn’t just about the internet,” said Adwoa Wiafe. “It’s about identity, trust, and building resilience for the next generation of African leaders.”

Through Room of Safety, Africa takes one giant step toward ensuring its digital future is not only bright—but safe for all.