Addressing elder abuse: MISA's initiative to protect South Africa's seniors
The Wild Buggers Beach Buggy Club will be collecting food items for the Badisa Goue Aar Tehuis in Malmesbury.
Image: Leon Lestrade / Independent Newspapers.
It is one of South Africa’s most overlooked social issues, yet the statistics reveal a nation in crisis. An alarming one in 10 older adults in the country are affected by abuse—a figure that mirrors a global epidemic where the World Health Organisation (WHO) estimates one in six individuals over the age of 60 experience some form of mistreatment.
Perhaps most disturbing is the silence that surrounds it: fewer than 20% of these cases are ever reported, leaving many victims to suffer without support. In 2026, however, that silence is being broken by a wave of corporate and community-led initiatives.
In a decisive response to this pressing issue, the Motor Industry Staff Association (MISA) has announced its social responsibility theme for 2026.
“Protecting our elders against all forms of abuse.”
Following the success of last year’s initiative to alleviate child hunger, MISA is now challenging its 75,000 members and stakeholders to donate essential toiletries to help the elderly maintain their dignity. The requested items—including adult nappies, soap, and towels—will be distributed starting in August, coinciding with Women’s Month.
“Dignity in ageing is not a luxury; it is a right,” asserts Martlé Keyter, MISA’s CEO: Operations. “With this campaign, we aim not only to provide practical support but also to ignite a national conversation about the respect and undeniable value of older generations.”
While MISA tackles the issue on a national scale, grassroots organizations like The Wild Buggers Beach Buggy Club are providing immediate, hands-on relief in the Western Cape.
On Sunday, March 1st, the roar of air-cooled engines will deliver a message of hope as the club embarks on a mission to support Badisa Goue Aar Tehuis in Malmesbury. The facility cares for 72 elderly residents, many of whom have no family or outside support. Currently, the home’s cupboards are nearly bare.
"We aren’t just going for a drive," says Anton Kleyn, President of The Wild Buggers. "We are heading to Malmesbury to show these Oumas and Oupas that they haven't been forgotten. We want to fill our seats with donations."
The club is pleading for donations of rice, sugar, coffee, toiletries, and bedding. The public is invited to meet the convoy at Groot Phesantekraal View at 9:30 AM on March 1st to drop off goods.