MTN, Africa’s leading mobile network operator, has partnered with MTV Base, the continent’s top youth and pop culture brand, to launch the Room of Safety — an innovative, youth-led initiative aimed at raising awareness about online child safety and promoting positive digital behaviours.
The campaign is part of MTN’s Help Children Be Children programme and leverages the broad reach of MTV, MTV Base, and their digital channels to inspire meaningful change. The Room of Safety is a 10-part short-form series premiering on July 20, 2025, at 15:00 on MTV Base (DStv channel 322) and across MTV Base’s social media platforms (@MTVBaseSouth and @MTVBaseAfrica).
Through authentic storytelling and youth-driven content, the series seeks to spark dialogue, increase awareness, and equip young Africans with the tools to safely navigate online risks. Its multi-platform rollout is expected to reach millions, driving community conversations and fostering safer digital habits continent-wide.
The series features Paramount’s Culture Squad member Craig Nobela and a dynamic group of young African influencers including Yanda Woods, LordKez, Foyin Ongunrombi, Azana, MajorSteez, Melissa Nayimuli, Mawelele, and Naledi.
MTN’s approach goes beyond awareness to tangible action, supporting the enhancement of in-country reporting portals and child helplines. It is also expanding access to the Africa Online Safety Portal, particularly in countries lacking national safety platforms.
Marina Madale, MTN Group Executive for Sustainability and Shared Value, stated, “As technology evolves, risks like AI misuse and online exploitation intensify. At MTN, we believe access must be paired with protection. Our partnership with MTV Base on Room of Safety amplifies young voices, fostering a safer and more conscious digital future.”
Monde Twala, Senior VP and GM of Editorial at Paramount Africa, said, “MTV Base has long led youth culture and spotlighted critical issues. Room of Safety continues this legacy by empowering young people to navigate the digital world safely. This collaboration with MTN is vital for protecting the next generation and ensuring their voices are heard.”
