Give a child the gift of safety this festive season!

23 November 2020

The World Health Organisation (WHO) has highlighted that the leading risk factor for young children being injured in car crashes is the lack of use, or incorrect use, of child restraint systems/car seats. If we consider that  using a car seat can reduce the need for hospitalisation by 69% (children under 5) and death by almost 70% (babies) and 47% – 54% (toddlers 1 to 4 years), then there is no doubt that more needs to be done to educate communities around the importance and correct use of car seats if we hope to reduce child fatalities on our roads.

It is with this in mind that Imperial Logistics ('Imperial'), a leading integrated market access and logistics provider, announced the launch of the Imperial Car Seats for Kids campaign today. "As a business committed to supporting the communities in which we operate, and who are passionate about road safety in South Africa, this campaign is a natural extension of our ongoing road safety campaign and comes at a fundamental time of the year where many people will be travelling long distances and where our roads will be busier than they have been for a long time," says Esha Mansingh, Chief Corporate Affairs and Investor Relations Officer at Imperial.

By Partnering with Hot FM and Wheel Well, Imperial's Car Seats for Kids campaign aims to collect as many old car seats as possible, from the Johannesburg community, to give to those families who are unable to afford one – ensuring the safety of child passengers on our roads this season.

The campaign will run from November 23 – December 3, 2020, and consumers can donate their old car seats by dropping them off at the Imperial Head Office Jeppe Quondam, Imperial Wanderers Stadium (Gate 1) or at any one of the many drop off points across the city which can be found at

"Road safety starts with each one of us. We are responsible for our road usage behaviour and need to make real changes in every area we can if we hope to see a change. Stats show that 3876 children died from car crashes last year and that for every child that passes away due to a crash, 45 children are injured and 1300 children are presented at emergency departments, so there is no doubt that we have a big job to do as a community in protecting our children.

We know that car seats save lives and, as we head towards the festive season, we are challenging all consumers to bear these tragic stats in mind and help keep South Africa's most precious cargo – our children – safe on the roads," continues Mansingh. "We have partnered with Wheel Well given not only their passion for child restraint and education but also, very importantly, their expertise in the cleaning, safety assessments and distribution of these seats to those in need, and are really proud to be part of the change on our roads through another well-placed activation and outreach crucial to the road safety mix," says Mansingh. Says Peggie Mars, Founder of Wheel Well: "In 2016, we saw a decline in deaths for child passengers, driven by legislation introduced in 2015.

However, sadly the numbers have climbed steadily since then.  Ignorance and affordability are the main reasons why children are not safely restrained and so it is vital that corporate South Africa contributes to the solution by educating the almost 32% of parents who do not understand the correct usage around car seats, as well as ensure that parents understand the horrifying consequences of car crashes for those that aren't restrained and I believe that this partnership enables us to continue on this critical life-saving journey."

On December 3, all collected seats will be handed over to Wheel Well, outside the Imperial Wanderers Stadium, where consumers can make their last drops on the day too. These seats will then be cleaned, safety checked and donated to families in need. So, go on – donate your old car seats today and give a child the gift of safety this festive season!

For details of drop off points visit:

Back to previous page