AUTOFORUM

MISA launches campaign to protect SA’s Elders

Feb 19, 2026 MISA, Motor Industry Staff Association, Martle Keyter, elder protection, World Health Organisation,

MISA launches campaign to protect SA’s Elders

The Motor Industry Staff Association (MISA) has made elder protection its 2026 social responsibility theme. “Protecting our elders against all forms of abuse” follows last year’s successful child hunger campaign, which delivered food to 21 non-profits nationwide.

Elder abuse remains one of South Africa’s most overlooked social issues, with an estimated one in ten older adults affected. Globally, the World Health Organisation says one in six people over 60 experience abuse, yet fewer than 20% of cases are reported.

“This year we challenge our 75,000 members, employers and stakeholders to donate essential toiletries to help the elderly maintain their dignity,” says Martlé Keyter, MISA’s CEO: Operations.

Items requested include adult nappies, soap, deodorant, lotion, shampoo, toothbrushes, toothpaste and towels. The first donations will be distributed in August during Women’s Month at MISA’s Annual Women’s Forum Breakfasts nationwide.

Abuse is often hidden - Tafta, the Association for the Aged, reports receiving thousands of calls to its toll-free hotline last year. More than 63% of victims were women aged 70–90, and in over half the cases, the perpetrators were their own children.

Abuse is not confined to poor households or rural areas, it occurs everywhere. Often it is subtle: confiscating pensions “for safety,” making decisions without consent, showing impatience with memory lapses, or talking over elders in medical consultations. Social exclusion, neglect of basic needs and psychological manipulation are equally damaging.

Preventing abuse - Experts say awareness is key. Warning signs include emotional withdrawal, sudden financial changes, unexplained injuries or fearfulness around certain individuals. Families are urged to reflect on their own behaviour, whether they dismiss elders’ voices, assume incapacity or rush decisions for convenience.

Support should empower, not control. Elders must be allowed to make choices wherever possible, with assistance provided respectfully. If abuse is suspected, it should be reported immediately to Tafta’s National Elder Abuse Helpline (0800 10 11 10) or local social services.

“Dignity in ageing is not a luxury, it is a right,” says Keyter. MISA hopes its campaign will not only provide practical support but also spark a broader conversation about respect, empathy and the value of older generations.

#PROUDLYMISA #MISALEADS #MISACARES #MISAONTHEMOVE #MISAFAMILY