Mandela Day drive for vulnerable animals
The Paws & Purpose Challenge encourages workplaces across South Africa to make a lasting difference in their local communities.
The Motor Industry Staff Association (MISA) is calling on South Africans and stakeholders across the motoring industry to support vulnerable animals through its annual Paws & Purpose Challenge.
The nationwide campaign encourages people to donate dog and cat food, blankets, toys, collars, leashes and other essential pet supplies. All donations will be distributed to registered non-profit animal welfare organisations ahead of the festive season.
This year’s campaign kicked off with MISA donating 450 blankets to SPCAs in Gauteng after several facilities were affected by criminal incidents, leaving many rescued animals without adequate warmth and comfort during the harsh winter months.
Animal welfare organisations across South Africa continue to face growing pressure as they respond to increasing cases of abuse, neglect and abandonment while relying heavily on public support.
Industry challenged to get involved
MISA CEO of operations Martlé Keyter said the union believes caring for communities also means caring for animals that depend entirely on human compassion.
“MISA has always believed that our responsibility extends beyond the workplace. Compassion is one of our core values, and through the Paws & Purpose Challenge we want to make a meaningful difference in the lives of animals that have no voice of their own.”
Keyter challenged every sector of the retail motor industry to match MISA’s contribution.
“We challenge every dealership group, independent dealership, fuel station, tyre fitment centre, battery centre and panel beating business across South Africa to equal or even exceed MISA’s donation by collecting pet food, blankets and other essential items within their own communities. Imagine the impact if every workplace in our industry adopted a local animal shelter.”
She said the challenge is not about competition, but about creating a nationwide movement of kindness.
“Every bag of food, every blanket and every toy donated represents hope for an animal that has experienced neglect, abandonment or cruelty. Together we can ease the burden on shelters that work tirelessly every day to rescue, rehabilitate and rehome vulnerable animals.”
Part of a broader community outreach programme
Animal welfare forms an important part of MISA’s broader community outreach programme. In 2024, the union donated blankets to orphaned rhino calves as part of its Mandela Day initiatives, reinforcing its commitment to protecting both domestic animals and South Africa’s wildlife.
The Paws & Purpose Challenge is part of MISA’s #MISACares programme, which supports communities through various humanitarian initiatives throughout the year.
Donations can be made through MISA’s regional offices or coordinated directly with the union’s community outreach team. For more information or to participate in the challenge, contact Braam Cilliers at Braam.Cilliers@ms.org.za.
