The leading mobile network provider in Africa, MTN, has teamed up with MTV Base, the continent’s top youth and pop culture brand, to introduce the Room of Safety, a creative, youth-led initiative to promote healthy digital habits and increase awareness of online child safety. This initiative was announced on Tuesday.
The partnership, which is a component of MTN’s Help Children Be Children campaign, uses the reach and clout of MTV, MTV Base, and MTV’s digital channels to effect significant change.
TV series to promote online child safety
The initiative’s centrepiece is the debut of Room of Safety, a compelling 10-part short-form series that will air on MTV Base, DStv channel 322, and the social media accounts @MTVBaseSouth and @MTVBaseAfrica starting at 15:00 on July 20, 2025.
Through relatable narratives and content that young people create, the series hopes to increase awareness, encourage conversation, and give young people the skills and information they need to avoid online dangers.
Thanks to its multi-platform distribution, the campaign is positioned to reach millions of young Africans, spark community discussions, and encourage safer digital behaviour throughout the continent.
Craig Nobela, a member of Paramount’s Culture Squad, co-stars in the show with a vibrant cast of young African influencers, including Melissa Nayimuli, Mawelele, Naledi, Yanda Woods, LordKez, Foyin Ongunrombi, Azana, and MajorSteez.
“As technology evolves, we’re seeing serious risks, AI misuse, online stalking, and exploitation, mirror and sometimes intensify the harm we once associated only with the physical world. At MTN, we believe access must go hand-in-hand with protection. Through our partnership with MTV Base on Room of Safety, we’re amplifying the voices of young people to speak to, and stand up for, each other, creating a safer, more conscious digital future,” said Marina Madale, MTN Group Executive Sustainability and Shared Value.
“For two decades, MTV Base has been at the forefront of shaping youth culture and using our platform to spotlight issues that matter. From HIV awareness to gender equality and mental health, we’ve consistently championed content that drives change. With Room of Safety, we’re continuing that legacy, empowering young people to navigate the digital world safely and confidently. This partnership with MTN is a powerful step in protecting the next generation and ensuring their voices are heard,” said Monde Twala, Senior Vice President and GM of Editorial at Paramount Africa.
Research outcome on the online behaviour of kids
Ipsos and MTN recently conducted research in Zambia, South Sudan, and Nigeria that shows concerning patterns in the online behaviour of kids ages 8 to 17:
In South Sudan and Nigeria, one out of ten kids said they had experienced online harassment.
South Sudan had the highest rate of online bullying among the three countries, with 20 per cent of children reporting experiencing it.
79 per cent of Nigerian teenagers between the ages of 13 and 17 use the internet for more than an hour every day, which exposes them to risky online behaviour.
In all three countries, between 30 and 40 per cent of teenagers acknowledged adding strangers to their messaging apps.
If children in Juba spend more than an hour online every day, they are 17 times more likely to engage in risky online behaviour.
These results highlight the critical need for protective measures and digital education for African youth.
MTN’s commitment to foster online safety for kids
Through a comprehensive strategy from awareness to action, MTN is dedicated to fostering a safer online environment for kids.
MTN is working to make the Africa Online Safety Portal available throughout the continent, especially in nations without national platforms.
As part of its Help Children Be Children initiative, it is also supporting the development of in-country reporting portals and child helplines.
Through the reporting portal, users can report URLs that contain CSAM, which are examined by knowledgeable analysts and frequently taken down in less than an hour.
This initiative is crucial in areas where over 80 per cent of children want service providers to provide direct reporting channels for abuse, but only 20–22 per cent of children are aware of the child protection portals that are currently in place.
MTN and MTV Base are working to close these gaps so that every African child, irrespective of location, can obtain essential safety information, report harmful content, and connect to support services that safeguard their digital well-being.
Call to action
Africa needs to take immediate, coordinated action to protect children online. Closing the data gap, accelerating fit-for-purpose regulation, increasing digital literacy in schools, and enhancing cross-sector cooperation are all priorities.
Now is the moment to take action in light of new threats like online exploitation and misuse of AI.
MTN and MTV Base are leveraging their reach to put awareness into action through Room of Safety, giving young people and those who care about them the resources they need to stand together, speak up, and stay safe.
The companies urge leaders, educators, parents, and youth to contribute to creating a safer digital Africa for the coming generations.