Young people across our markets increasingly rely on digital platforms for learning, social connection and entertainment, while facing rising risks such as cyberbullying, exposure to harmful content, coercive peer dynamics and misuse of AI-generated companions. Educators, caregivers and youth reported feeling overwhelmed and uncertain about how to navigate these risks. In response, MTN created the Room of Safety campaign, designed as a youth-led, culturally relevant intervention that moved beyond awareness messaging to promote safer behaviours, clearer reporting pathways and stronger protection for vulnerable users. 

What we did 

MTN partnered with MTV Base to co-create a 10-part short-form series that premiered on 20 July 2025 on DStv 322 and digital platforms. Youth creators, influencers and experts shaped the scripts and storylines to maintain authenticity, with relatable language and realistic online dilemmas. Each episode addressed themes like online harms, digital peer pressure, AI companions, positive digital behaviours and available reporting mechanisms. Audiences were directed to national reporting portals, child helplines and MTN’s Help Children Be Children platform. MTN Group and all Opcos collaborated on amplification, supported by Ipsos research to refine messaging and understand youth behaviour. 

Outcomes and impact 

The campaign reached millions of young people across the continent through television and digital channels. Young participants involved in the filming process described feeling “seen”, empowered and proud to use their voices to help others stay safe online. In addition, the series equipped young people with practical tools to recognise risks, report harmful behaviour and make safer choices online. Educators and caregivers also noted that the campaign opened conversations about online safety at home and in schools. The initiative enhanced awareness of child-protection portals and reinforced MTN’s leadership role in advancing online safety and digital human rights.

Lessons learnt 

Effective youth engagement requires genuine agency rather than top-down messaging. Youth-led storytelling proved more relatable and impactful. The campaign underscored that connectivity without protection can increase vulnerability, reinforcing the need to embed safety features, clear reporting pathways and cross-sector partnerships in all future youth initiatives.