In light of National Transport Month, IMPERIAL launched its 5th consecutive Car Seats for Kids Campaign with Wheel Well. This year it is in 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. It aims to educate parents around the importance of buckling their children up, and, 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. The Car Seats for Kids campaign is a fundamental pillar to driving such change.”
Imperial aims to ensure, through Car Seats for Kids, that they are educating parents on the correct way in which to buckle up their children. They provide insight into the importance of buckling up, and teach parents how to select the right car seat. Choosing the right seat is dependant on a child’s weight, and ensuring that this seat is correctly installed. To this end, Car Seats for Kids will set out to collect used car seats, through donations by the community. Wheel Well will clean, refurbish and safety check them, in order to give them to a family that is not able to afford one.
“A car seat is not a luxury, it is a necessity. It is our mission to use every avenue available to drive awareness of Car Seats for Kids. Get involved! Donate your used car seats and give a child the gift of safety this Transport Month!” continues Cronje.
Imperial Road Safety partnered with leading automotive manufacturers including Hyundai, Renault and Kia. This gives consumers easy access to drop off points and ensures that anyone, within the above mentioned provinces, can drop off their used car seats at a location convenient to them.
Imperial Road Safety chose Jacaranda FM as the media partner for Car Seats for Kids. They 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. We hope that the amount of donated car seats will exceed those in previous years. We aim to build 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.
Peggy Mars, founder of Wheel Well says, “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. Children of lower income families are 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, and how vulnerable children are 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.”
Imperial Truck Rental is managing the day-to-day logistics related to collection and storage of car seats. This is a fundamental element to a campaign like this.
“As South Africans, it is each and every person’s responsibility to look after our most precious cargo – our children. We are very proud to yet again be able to bring Car Seats for Kids to market. We encourage consumers to donate their used car seats in the coming weeks. 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.
How can you save a life?
The campaign will be at a number of malls between 07h30 – 16h30, from 10 – 21 October 2016. 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.
* 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