Monde Twala, the senior vice president at Paramount Africa and a veteran broadcast executive with over two decades of experience, is on a mission to shape culture. Overseeing powerhouse brands like MTV Base, BET Africa, and Nickelodeon, his focus is on authentic African storytelling. In this interview with TheCable Lifestyle’s PELUMI BOLAWA, Twala delves into the groundbreaking ‘Room of Safety’ campaign with MTN, the mission behind the hit documentary ‘Inside Life,’ and the critical role of protecting and empowering Africa’s youth.
Pelumi Bolawa: The ‘Room of Safety’ campaign is a major partnership with MTN. What was the core cultural insight that made this collaboration essential for both brands?
Monde Twala: I think a few things really inspired the partnership. At Paramount Africa, particularly through MTV Base and our youth platforms, we reach a very broad audience across the continent. We are not just about entertainment; we are about culture. We are about reflecting youth culture and pop culture that resonate and shape perspectives for young people. Our research shows that young people on this continent view us as a champion for culture, diversity, and youth narratives that empower them.
At the core of this project was a core concern. We have been running mental health campaigns for some time. We found alignment with MTN, which had also completed extensive market research on the impact of online connectivity and social platforms. Technology is a big play for all of us. The inspiration stemmed from examining the current state of affairs, informed by research across East, West, and Southern Africa on the challenges facing young people. ‘Room of Safety’ was born from that collaboration. It made sense for us to come together to create a lived youth experience.
The online space offers a great opportunity—content, knowledge, information. But there are also abusive elements: trafficking, impacts on mental wellness, and transactions in drug abuse. How do we help children be children? How do we help young people, and even parents like myself, navigate the negative realities of online life?
This campaign is anchored around creating digital safe environments and messaging that can empower young people, protect the underage, and advocate for responsibility. MTN was very progressive in their approach, and as two Pan-African brands, it was a no-brainer to partner and shape a healthy digital future for African youth.
Pelumi Bolawa: This campaign is “for the youth, by the youth.” Beyond watching the content, what is the active role you expect young people to play in shaping and propagating its message?
Monde Twala: We have rolled out a campaign that is informed by the youth, for the youth. That is a critical pillar. By engaging young Africans from different parts of the continent, we are using research-based narratives that can help them navigate online negativity.
The one distinctive element is that this campaign is youth-led. The stories you see on ‘Room of Safety’ come from young people. It is in their voice. It is culturally relevant to a young person in Nigeria, Uganda, South Africa, and Ghana. It is educational, informative, and entertaining.
What we hope is to spark new conversations. As a parent, ‘Room of Safety’ is helping me have conversations with my children. It is helping them talk to their peers. It is creating a safe space for authentic conversation about how to report abusive behaviour online.
Young people will learn about the tools available to report abuse, sexual content, and harmful material. Ultimately, it holds all of us accountable—as industries, we are responsible for creating safe spaces for young people to flourish across this diverse continent.
Pelumi Bolawa: Shifting to ‘Inside Life,’ you’ve said Africans don’t just watch TV for escapism. How does documenting the raw, real “hustle” fulfil a deeper need for the audience than traditional entertainment?
Monde Twala: I am so excited about ‘Inside Life’. This is a powerful franchise in its third season in Nigeria, and we also produce it in Southern Africa. It developed from a need to deliver content with roots. Audiences come to our platforms for authenticity and storytelling. They want stories that reflect their ambitions and aspirations—the belief that “I’m seen, I’m heard, I’m empowered”.
I often tell my global colleagues that Africans do not only watch television for escapism. We have a deep need and a deep heritage, and we also need to learn. We are the youngest continent, which means we are a learning continent.
This represents an excellent opportunity to create content that reflects our culture and heritage, fostering resilience and a culture of collaboration. That is what ‘Inside Life’ is about.
We go inside the lives of amazing journeys. We are storytellers, and that is the ambition. This season shines a spotlight on the fantastic talent from Nigeria, the continent’s largest entertainment market.
Pelumi Bolawa: This season features a diverse cast — Cohbams Asuquo, Spyro, BamBam, and Neo Akpofure. What does the selection of these specific talents tell us about the evolving definition of success and hustle in Nigeria today?
Monde Twala: It is about the hustle. However, the hustle is something we should be proud of; it speaks to amazing people achieving great heights and rising through the ranks. It shows their resourcefulness. I really love the West African market for its ambitious and determined young Nigerians.
How we pulled together the season is inspired by the diversity of these journeys. We look for personalities who are chasing their dreams, whether they are new or established, because that story of pursuit is universally compelling and incredibly entertaining.
I am looking forward to showcasing that.
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