AUTOFORUM

MISA launches annual Paws & Purpose Challenge

Jul 01, 2026 MISA, the Motor Industry Staff Association, Martlé Keyter, Paws & Purpose Challenge,

MISA launches annual Paws & Purpose Challenge

MISA, the Motor Industry Staff Association, officially launched its annual Paws & Purpose Challenge, calling on all stakeholders in the retail motor industry to unite in support of South Africa's vulnerable animals. The national campaign encourages the collection of dog and cat food, blankets, toys, collars, leashes and other essential pet supplies, with all donations to be distributed to registered non-profit animal welfare organisations ahead of the festive season.

This year's challenge began with MISA donating 450 blankets to SPCAs in Gauteng after several facilities fell victim to criminal incidents that left many rescued animals without adequate warmth and comfort during the harsh winter months. SA's animal welfare organisations continue to face immense pressure as they respond to increasing cases of abuse, neglect and abandonment while relying heavily on public support.

Martlé Keyter, MISA's Chief Executive Officer: Operations, said the Union believes caring for communities also means caring for the 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."

She 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."

Keyter said the challenge is not about competition, but about creating a national 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."

Animal welfare has become 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 forms 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 mailto:Braam.Cilliers@ms.org.za.

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