Digital Safety Initiative Reinforced by MTN and MTV Base, Employing AI Technology for Online Security Awareness
The "Room of Safety" campaign, a collaborative initiative between MTN and MTV Base, has been unveiled with the aim of enhancing online child safety across Africa. This initiative forms part of MTN's broader "Help Children Be Children" program, harnessing the extensive reach of MTV Base to promote positive digital behaviours and raise awareness about online risks faced by African youth.
The campaign focuses on educating young Africans about online safety through authentic storytelling and youth-driven content. It aims to spark dialogue, increase awareness about online risks, and equip young Africans with the tools needed to safely navigate these risks, promoting safer digital habits across the continent.
The "Room of Safety" is a 10-part short-form series premiering on 20 July 2025. It will be distributed across various platforms, including MTV Base, DStv channel 322, and MTVBaseSouth and MTVBaseAfrica social handles. This multi-platform approach is expected to reach millions, fostering community conversations and safer digital practices.
Marina Madale, Executive Sustainability and Shared Value at MTN Group, believes that access to digital platforms must go hand-in-hand with protection. She emphasises that through the Room of Safety, they are amplifying the voices of young people to create a safer, more conscious digital future.
The campaign's impact is significant, particularly in regions where online safety is a growing concern. For instance, in Juba, children who spend more than an hour online daily are 17 times more likely to engage in risky online behaviour. The series aims to address this issue by supporting the strengthening of in-country reporting portals and child helplines.
The series features Paramount's Culture Squad member, Craig Nobela, and a dynamic lineup of young African influencers. By partnering with these influential figures and leveraging MTV Base's wide reach, the campaign seeks to create meaningful change in how African youth interact online.
Monde Twala, Senior Vice President and GM of Editorial, Paramount Africa, expressed his excitement about the collaboration, stating that they are committed to ensuring that every African child can access vital safety information, report harmful content, and connect to support services that protect their digital wellbeing.
The campaign's objectives align with the needs of the continent, as statistics show that 1 in 10 children in Nigeria and South Sudan reported being harassed online. Over 80% of children in regions without national child protection portals want service providers to offer ways to report abuse directly. Moreover, 30-40% of teens across the three countries admitted to adding strangers to their messaging apps, highlighting the need for education and awareness about online safety.
MTN, a leading mobile network operator in Africa, is at the forefront of this initiative, demonstrating its commitment to the safety and wellbeing of its users, particularly the younger generation. The collaboration forms part of MTN's wider efforts to create a safer digital environment for all Africans.
- The "Room of Safety" campaign, produced in collaboration with MTN and MTV Base, aims to enhance online security for African youth through education via authentic storytelling and youth-driven content.
- This 10-part short-form series, premiering on 20th July 2025, will be distributed across various mobile platforms, social media handles, and television channels, potentially reaching millions in Africa.
- By partnering with influential figures such as Paramount's Culture Squad member, Craig Nobela, and other young African influencers, the campaign seeks to foster change in online behaviors and promote safer digital habits.
- As part of its efforts to address growing concerns about online safety, particularly in regions like Juba, the series aims to strengthen in-country reporting portals and child helplines to protect African children.
