In today’s hyper-connected world, a single click can open doors, or expose vulnerabilities. For millions of young Africans coming of age online, the digital world holds both promise and peril.
Recognising the urgent need to protect and empower this generation, MTN Group, in partnership with MTV Base, has launched a transformative campaign, Room of Safety.
This bold new initiative isn’t just another media campaign, it’s a youth-led movement. Premiering July 20, 2025, on MTV Base (DStv channel 322) and across MTV’s social platforms, Room of Safety is a 10-part short-form series designed to educate, engage, and activate youth across the continent around online safety and responsible digital behaviour.
A Safe Space for Hard Conversations
At the heart of Room of Safety is storytelling, raw, relatable, and relevant. The series stars a vibrant cast of young African voices, including Paramount’s Craig Nobela, Yanda Woods, LordKez, Foyin Ogunrombi, Azana, Major Steez, Melissa Nayimuli, Mawelele, and Naledi. Each episode dives into real issues faced by youth online, from harassment and bullying to AI misuse and the pressures of digital identity.
But it’s not just about the problems. It’s about solutions. About building resilience. About showing young people they’re not alone, and that there are tools, platforms, and people ready to help.
MTN’s Call to Protect and Empower
“We can no longer separate the internet from childhood,” said Ikenna Ikeme, General Manager of Regulatory Affairs, MTN Nigeria. “As access grows, so too must protection. Through Room of Safety, we’re creating a space where young people speak up for one another—and learn how to protect themselves and their peers. It’s a vital part of our broader mission to help children truly be children, even in a digital world.”
Room of Safety is an extension of MTN’s Help Children Be Children campaign, which includes supporting local child helplines, improving in-country reporting portals, and expanding access to the Africa Online Safety Portal.
MTV Base: Culture Meets Responsibility
For Monde Twala, Senior Vice President and GM of Editorial at Paramount Africa, this collaboration aligns perfectly with MTV’s legacy of advocacy.
“For over two decades, we’ve used the power of media to tackle issues that matter—from HIV awareness to gender rights,” Twala said. “Room of Safety continues that tradition by addressing a modern crisis: digital exploitation. Together with MTN, we’re equipping young people to navigate this space with confidence and care.”
The Alarming Data Behind the Mission
The urgency is backed by data. A recent Ipsos study conducted with MTN across Nigeria, South Sudan, and Zambia revealed unsettling truths:
- 1 in 10 Nigerian and South Sudanese children reported online harassment.
- 20% of South Sudanese children reported being bullied online.
- In Nigeria, 79% of adolescents (13–17) spend over an hour online daily.
- 30–40% of teens admitted to adding strangers to their messaging apps.
- Children in Juba who spend more than an hour online are 17 times more likely to engage in risky behaviour.
The findings are clear: while African youth are digital natives, they’re often navigating uncharted terrain without maps or guardrails.
Turning Awareness Into Action
Beyond content, MTN and MTV Base are investing in real-world tools. The Room of Safety campaign will promote reporting mechanisms that allow users to flag child sexual abuse materials (CSAM) for quick removal, often within hours.
These mechanisms are particularly vital in regions where only 20–22% of children know such platforms exist, despite 80% expressing a desire to report abuse.
A Movement for All
Room of Safety isn’t just for youth, it’s a rallying call to parents, teachers, policy makers, and tech leaders. The message: we all have a role to play in protecting our children’s digital lives.
Whether it’s bridging the knowledge gap, developing youth-centric policies, or boosting digital literacy in schools, the moment to act is now.
As Africa embraces the promises of technology, Room of Safety ensures the next generation can explore, express, and excel, safely.
To learn more about child online protection and how to be part of this movement, visit:
🌐 www.mtn.com/child-online-protection
