Imperial Road Safety launches its 5th consecutive Car Seats for Kids Campaign 2016
Taking road safety seriously and giving children the gift of safety
Thursday, 06 October 2016 – Today, in light of National Transport Month, IMPERIAL launched its 5th consecutive Car Seats for Kids Campaign across Gauteng, Tshwane, Limpopo, North West and Mpumalanga – following last year’s successful campaign in the Western Cape. The campaign is backed by media partner Jacaranda FM, as well as logistics partner Imperial Truck Rental, and aims at not only educating parents around the importance of buckling their children up, but also, very critically, the importance of doing so correctly.
“Each year we push the boundaries in terms of driving additional reach around road safety education and this year is no different,” says Niki Cronje, Group Marketing at Imperial. “As leaders in mobility, there is no doubt that we are at the centre of leading the change towards safer roads and the Car Seats for Kids campaign is a fundamental pillar to driving such change.”
Imperial aims to ensure, through this campaign, that they are educating parents on the correct way in which to buckle up their children – not only by providing insight into the importance of buckling up but teaching parents how to select the right car seat, dependant on a child’s weight, and ensuring that this seat is correctly installed. To this end, the campaign will set out to collect used car seats, through donations by the community, will clean, refurbish and safety check them – to give them to a family that is not able to afford one.
“A car seat is not a luxury, it is a necessity, and so it is our mission to use every avenue available to drive awareness of the campaign and encourage consumers to get involved by donating their used car seats and giving a child the gift of safety this Transport Month!” continues Cronje.
To this end, Imperial Road Safety has partnered with leading automotive manufacturers including; Hyundai, Renault and Kia in the aim of giving consumers easy access to drop off points and ensuring that anyone, within the above mentioned provinces, can drop off their used car seats at a location convenient to them.
In addition, Jacaranda FM was selected by Imperial Road Safety as the media partner for the campaign and will drive the message of buckling up and road safety to their listeners.
“With over 2 million listeners there is no doubt that the reach this year will be phenomenal and we hope that the amount of donated car seats will exceed those in previous years – building on our great success through our partnership with Wheel Well where, to date, over 7 500 car seats have been collected in total,” states Cronje.
Says Peggy Mars, founder of Wheel Well: “Daily we see children unrestrained in vehicles – those families we have not yet reached with the message of how critically important car seats are. This results in an average of 4 children dying in a vehicle every day – with children of lower income families five times more likely to be affected.”
“The passionate and ongoing support of Imperial Road Safety will translate directly into so many more children being able to travel safely. The magic of this campaign is that it enables parents to become more aware of the necessity of car seats, as well as of the vulnerability of children in a crash, but very importantly, it provides a solution at the same time – with the donation of a car seat. It is a win on so many levels – it is truly a Month of Amazing.”
Thanks to Imperial Truck Rental, the day-to-day logistics related to collection and storage of car seats will be effectively managed – which is a fundamental element to a campaign such as this.
“As South Africans it is each and every person’s responsibility to look after our most precious cargo – our children – and therefore, we are very proud to yet again be able to bring this key initiative to market. We encourage consumers to donate their used car seats in the coming weeks and to be part of the change that the country so desperately needs when it comes to child safety, while on the roads. Go on, make a difference, save a life!” concludes Cronje.
The campaign will be at a number of malls between 07h30 – 16h30, from 10 – 21 October 2016, as per the below outline. An activation will take place on the 2nd of November at Sharonlea Primary School at 07h00. Parents driving past the school, that do not have their children strapped in, will receive one of the refurbished car seats.
- East Rand Mall: Monday, 10 October
- Hillcrest Boulevard: Tuesday, 11 October
- Hillfox Mall: Wednesday, 12 October
- Kolonnade Retail Park – Pretoria North: Thursday, 13 October
- Central Square at Menlyn Maine: Friday, 14 October
- Cradlestone Mall: Monday, 17 October
- East Rand Mall: Tuesday, 18 October
- Broad Acres Mall: Wednesday, 19 October
- Nelspruit Crossing: Thursday, 20 October
- Central Square at Menlyn Maine: Friday, 21 October
For more information please go to: http://www.imperial.co.za/sus-roadsafety.php#tab-3