Mr Price launches “safe places” for children campaign during World Cup

The safety of your kids during the 2010 Soccer World Cup is as much a concern for you as it is for us. That is why Mr Price and RedCap Foundation teamed up with strategic partners to make their stores “Safe Places” where easily identifiable ‘go-to’ people will be ready to take care of kids who’ve been separated from parents or feel vulnerable. Mr Price stores countrywide have been declared “Safe Places” as part of a campaign aimed at protecting South Africa’s most vulnerable citizens – its children – during the Soccer World Cup. During the last World Cup in Germany, 30 000 children were reported missing. However, instead of reinforcing these growing fears, Mr Price’s RedCap Foundation, the Development House, Childline, the Open Door Crisis Care Center and the eThekwini Municipality have come up with a proactive solution – provide easily accessible safe havens for youngsters. FIFA has put in place the necessary measures to deal with lost children at fan parks across South Africa in partnership with the relevant government and section 21 organizations. However, children are just as vulnerable in crowded shopping malls and city centers. They need familiar, accessible and friendly places to go to for help. Mr Price stores countrywide were identified as the perfect refuge for frightened tots and teens.

The motivation behind the initiative is to protect vulnerable children as well as reassure parents during the busy holiday and World Cup period between June 11 and July 11. Mr Price is asking parents to play their part in making the “Safe Place 2010 campaign” a success by reading promotional and educational material that is being distributed by Mr Price stores, in the press and on radio stations, pointing out logo’s and signage that will tell their children exactly where to go and who to approach for help and explaining carefully what will happen once they have asked for assistance.

Every Mr Price store will be staffed with personnel trained by Open Door and The Development House. These ‘Go To’ people will be wearing large ‘Safe Place’ badges and all Store Managers will wear a ‘Safe Place’ T-shirt. These designated staff will be trained to ensure that the necessary authorities are contacted and procedure is followed to assist a child to be reunited with their parent/appropriate guardian.

For more information log onto Partners of the ‘safe place’ campaign is The Redcap Foundation: The Redcap Foundation is a Non-Profit Organization that carries out Corporate Social Investment (CSI) initiatives for Mr Price Group. The Redcap Foundation has a strong focus on making a difference and improving the lives of young South Africans. For further information, log on to
The Development House: TDH is an award winning Development Company specialising in software and economic development consulting. TDH is internationally recognised for their innovative solutions that make a difference to the man in the street. TDH brings partners together from the public, private sectors and civil society organizations to provide impacting fit-for-purpose solutions to social problems. For further information, log on to

The Open Door Crisis Care Centre: The Open Door Crisis Care Centre is a non-profit one stop crisis and trauma centre. Established in 1997 in response to a request from the local South African Police Services, this centre is driven by top members of the KZN human Trafficking task team and is recognized as a leader in its field.

eThekweni Municipality: The eThekweni Municipality has recognized the issue of vulnerable children during busy holiday periods and sporting events and has endorsed this project. They are giving it their full support.