Acting on the Department of Social Development’s invitation, Primedia Cares has activated CapeTalk’s influential platform to shine a spotlight on this critical project. The campaign seeks to clearly explain the Safety Parent project, highlight the essential role these caregivers play in social development, recruit new Safety Parents, and offer practical support to those currently providing temporary care to vulnerable children.
Safety Parents are carefully vetted, responsible adults who provide temporary, nurturing care for children removed from unsafe environments. Often caring for multiple children at once, these individuals offer a stable and compassionate home while social workers and courts work toward lasting solutions. Their role is critical in bridging the gap between crisis and permanent care ensuring vulnerable children receive the support and security they need during difficult times.
A major highlight of the campaign was the Padel Challenge exhibition match, hosted on 14 October 2026 at The Grid Padel Courts in Greenpoint. Presenters from Kfm 94.5 and CapeTalk competed in a lively match designed to raise awareness and funds for the initiative. The winners of the challenge will have the opportunity to handover their cash winnings to the Cape Care Fund for the Safety Parents initiative.
After the exhibition match, sponsors and donors also took to the courts, including the minister of Arts and Culture for the Western Cape – Minister Ricardo Mackenzie.
The event was also complemented by a series of engaging on-air broadcasts featuring interviews with the minister of Social Development for the Western Cape, Minister Wendy Philander, who was accompanied by Premier Alan Winde. The special broadcast also included current Safety Parents themselves, those who benefited from such care, and key leaders within the ministerial department. These programmes will help deepen public understanding of the project’s critical impact.
Primedia Cares has reinforced its commitment with a cash donation and will provide more than R1m in media exposure, helping to amplify the message and reach new audiences. Staff across Primedia will also engage, contributing donations as part of a company-wide effort to assist Safety Parents.
The initiative benefits from generous support from donors including the Dis-Chem Foundation, Community Medics offering medical services; Southern Sun, supplying bedding and linen; and Hirsch’s, who have contributed appliances. Yet, urgent needs remain, particularly in children’s clothing, basic groceries, toys, and hardware, all essential to supporting caregivers in their daily responsibilities.
As the campaign now advances towards a cheque handover event scheduled on Clarence Ford’s show, Primedia Cares welcomes additional corporate partners and donors to join this transformative cause. This ongoing partnership exemplifies how media, government, business, and communities can unite to protect and nurture South Africa’s most vulnerable children.
Reflecting on this important initiative, Trish Taylor, head of Primedia Cares, said: “Working alongside the Department of Social Development and CapeTalk to highlight the role of Safety Parents has been profoundly rewarding. The passion and generosity shown during the Padel for Purpose Challenge was truly inspiring and demonstrates the strength of community when mobilised for a worthy cause. As our on-air campaign continues, we remain steadfast in supporting these dedicated caregivers and the children who rely on them.”
Primedia Cares, together with its partners, continues to advocate for sustainable awareness, engagement, and support, ensuring that vulnerable children receive the care, compassion, and protection they deserve.
