Road safety in South Africa remains a pressing concern, particularly for school-going children. According to the Road Accident Fund (RAF), an average of 1,288 children aged five to 19 lose their lives on the country’s roads each year—an alarming statistic that underscores the need for urgent intervention. Many of these tragedies are preventable with the proper use of car seats. However, 70% of parents struggle to afford them, leaving young passengers at significant risk. Additionally, despite legal requirements mandating that children under the age of three be secured in car seats, many still travel without proper restraints.
In response to this crisis, Old Mutual Insure (OM Insure), a leading non-life insurer in South Africa, has reinforced its commitment to road safety through a strategic partnership with the 2025 Car of the Year (COTY) Awards. This collaboration highlights OM Insure’s dedication to reducing road fatalities and fostering safer driving environments across the country.
A Nationwide Pledge for Safer Roads
OM Insure’s involvement in road safety extends beyond financial protection; it actively seeks to mitigate risks and create meaningful change. In 2024, OM Insure partnered with Philip Hull of The SA Road Safety Foundation to launch a campaign encouraging South Africans to pledge safe driving for the sake of their loved ones. This year, the insurer has further expanded its efforts by collaborating with Wheel Well, a non-profit organisation dedicated to promoting road safety for children.
Through this partnership, OM Insure is donating 500 car seats to families in need, directly addressing one of the most critical safety concerns on South African roads—protecting young passengers.
Strategic Partnerships Making a Difference
“As an insurer, our strategic approach extends beyond financial protection to actively mitigating risks and creating tangible value for our customers,” says Jerry Anthonyrajah, Chief Commercial Officer at OM Insure. “Partnerships like these align with our core business objectives of understanding and reducing risk, demonstrating how insurance can be a proactive force in society. We’re not just managing potential claims but working to prevent them by addressing critical safety challenges.”
Wheel Well has already distributed over 11,758 car seats to families in need. With OM Insure’s support, the initiative is set to make an even greater impact by enabling more families to access life-saving car seats.
Raising Awareness on Child Safety
Presodhini Naicker, Executive: Marketing & Communication at Old Mutual Insure, emphasises the shared responsibility of road safety. “Our ‘My Gift’ (Isipho Sami) campaign encourages South Africans to pledge safe driving as a gift to their loved ones. By donating 500 car seats to Wheel Well, we are directly addressing the issue of child passenger safety and reinforcing the message that every life matters on SA roads. This is about creating a tangible, immediate impact on child safety where it’s needed most.”
Wheel Well representative Peggie Mars highlights the far-reaching impact of this initiative. “This partnership means so much more than just donating car seats. It means a child in a less fortunate family can be safe, a parent can drive with peace of mind, and a lifelong habit of seatbelt use can be instilled from a young age.”
While Wheel Well refurbishes and distributes donated car seats to ensure they meet rigorous safety standards, accessibility and education remain significant challenges. “Affordability is a key barrier, but so is education,” Mars adds. “Eight out of ten car seats we inspect are either incorrectly adjusted, installed improperly, or not suitable for the child’s stage of development. Through this partnership, we can reach more parents and ensure their children travel safely.”
COTY Awards: Driving Innovation in Safety
The Car of the Year competition has long been a champion of automotive safety, recognising vehicles that integrate advanced safety technologies. “The industry has made huge strides in safety, with features such as stability control, brake assist, and Isofix child seat mountings becoming standard,” says Michelle York, Logistics Manager for the COTY Awards and the South African Guild of Mobility Journalists (SAGMJ). “The partnership with Old Mutual Insure enhances our focus on safety by addressing the human factor—ensuring that drivers and passengers, especially children, are as protected as possible.”
Beyond celebrating the safest and most innovative vehicles, the COTY Awards serve as a powerful platform for raising awareness about road safety issues. It is one of the key reasons Old Mutual Insure has chosen to be a headline sponsor for the third consecutive year.
How South Africans Can Get Involved
OM Insure is urging South Africans to take an active role in making roads safer by pledging to drive responsibly. The public can support Wheel Well’s mission by donating new or gently used car seats at participating Supa Quick dealerships, where they will be refurbished and distributed to families in need.
“We hope this initiative not only protects children but also inspires a nationwide movement towards safer roads,” says Anthonyrajah. “We invite everyone to be part of this change—because road safety is a responsibility we all share.”
