Road Safety, Nov. 24, 2020, 4:29 p.m.

Imperial to give a child the gift of safety this festive season!


Today, Imperial Logistics (‘Imperial’), a leading integrated market access and logistics provider, announced the launch of the Imperial Car Seats for Kids campaign which aims to drive awareness around the correct use of car seats and child restraint in SA

“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.


As road deaths remain the leading external cause of death for our children of all ages, from 23 November – 03 December 2020, Imperial has mobilised their road safety campaign even further by partnering with Hot FM and Wheel Well to re-launch the famous Car Seats for Kids campaign which aims to collect as many old car seats as possible, from the Johannesburg community, to give to those families that are unable to afford one – ensuring the safety of child passengers on our roads this season.


“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 an Emergency departments and 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 communities to bear these tragic stats in mind and help keep South Africa’s most precious cargo – our children – safe on the roads,” continues Mansingh.


Consumer 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


“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 to contribute 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.” 


Hot 91.9FM managing director Lloyd Madurai says: “Hot 91.9FM is proud to be part of this very important initiative, as every child has the right to safety, but the reality is, not every parent can afford a car seat .Hot 91.9FM is dedicated to making a difference and we appeal to the public to please donate their car safety seats at the designated drop off points.”


On the 3rd of December all collected seats will be handed over to Wheel Well – outside the Imperial Wanderers Stadium – where communities can make their last drops on the day too, which will then be cleaned, safety checked and donated to families in need.


“So, take those old car seats out of the garage and head to one of the nearest drop off points to be part of this year’s road safety solution,” concludes Mansingh.


For more information on the Imperial Car Seats for Kids campaign click here.