South African roads claim an average of 1 288 lives of children aged five to 19 annually, according to the Road Accident Fund (RAF), with many fatalities linked to inadequate child restraints. Despite legislation mandating car seats for under-threes, 70% of parents cannot afford them, leaving young passengers at risk.
In response, Old Mutual Insure (OM Insure) has launched an initiative with non-profit Wheel Well to donate 500 car seats to families in need, aiming to tackle one of the country’s most pressing road safety challenges.
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The initiative forms part of OM Insure’s broader road safety strategy, which includes its headline sponsorship of the 2025 South African Car of the Year (COTY) Awards and a 2024 campaign with The SA Road Safety Foundation urging drivers to pledge safer habits. The insurer’s collaboration with Wheel Well — known for distributing some 11 758 refurbished car seats since its inception — seeks to bridge gaps in accessibility and education.
Jerry Anthonyrajah, OM Insure’s Chief Commercial Officer, highlighted the company’s proactive stance: “Our approach goes beyond financial protection to actively reducing risks. By addressing issues like child passenger safety, we aim to prevent tragedies before they occur, aligning insurance with societal value.”
Wheel Well’s Peggie Mars stressed the dual challenge of cost and awareness. “Eight in 10 car seats we assess are incorrectly installed or unsuitable. This partnership not only provides seats but educates families, fostering lifelong safety habits.”
The NGO refurbishes donated seats to meet safety standards, distributing them through channels such as Supa Quick dealerships.
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OM Insure’s marketing lead, Presodhini Naicker, tied the effort to their ‘My Gift’ (Isipho Sami) campaign, which frames responsible driving as a commitment to loved ones.
“Donating these seats reinforces that every life matters. It’s an immediate step toward saving children in vulnerable communities,” she explained.
The COTY Awards, backed by OM Insure for a third year, amplify the focus on vehicular safety innovations. Michelle York of the South African Guild of Mobility Journalists noted advancements like Isofix mountings and stability control, adding: “Collaborations like this address the human element—ensuring safety measures are both available and correctly used.”
OM Insure urges public involvement through car seat donations at Supa Quick outlets or by taking its road safety pledge. “This isn’t just about seats,” Anthonyrajah said. “It’s a call for collective action—because safer roads depend on all of us.”
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Images: Wheel Well
