What Kidsafe Australia does

Kidsafe Australia, legally the Child Accident Prevention Foundation of Australia, is a federally structured non-profit charity established on March 5, 1979, dedicated to preventing unintentional death and serious injury to Australian children. The organization operates through a National Partnerships office and eight state and territory branches (ACT, NSW, NT, QLD, SA, TAS, VIC, WA), with a workforce of 51-100 staff and volunteers. Its mission is framed against a stated baseline of over 150 child deaths and 68,000 child hospitalizations annually from preventable injuries in Australia.

The organization's core offerings are safety guidelines, educational resources, and awareness campaigns rather than technology products. Flagship outputs include the Family Day Care Safety Guidelines (7th edition, 2020), evidence-based National Best Practice Guidelines for Safe Restraint of Children in Motor Vehicles co-developed with Neuroscience Research Australia (NeuRA), the BurnSafe and BurnSafe Junior school programs run during National Burns Awareness Month each June, and the biennial National Playspace Design Awards recognizing safe playground design (relaunched in 2025). The Elmo Stays Safe iPad app, developed with Sesame Workshop, provides road safety content for preschool-aged children. Distribution is via the kidsafe.com.au website (free downloadable fact sheets, checklists, posters), state office phone and email support, community events, and social media channels (Facebook, Instagram, Twitter).

Kidsafe is funded through a diversified mix of public donations (directed to local state offices), corporate sponsorships (including Alspec, Mr Minit, Find A Babysitter at 1% of revenue since 2010, Safetech Hardware, Merlin/Chamberlain Group, AAMI), and workplace giving programs. It generates no commercial product revenue; resources are provided free to the public. The organization partners with government health bodies (notably Kidsafe NSW, co-located with Sydney Children's Hospitals Network), research institutions (NeuRA), and product manufacturers to amplify safety messaging in areas including falls, drowning, burns, poisoning, road trauma, driveway run-overs, button battery ingestion, and hot-car deaths.

Name

Kidsafe Australia

Legal name

Child Accident Prevention Foundation of Australia

Website

https://kidsafe.com.au

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

51–100 employees

Short description

Kidsafe Australia is a federally structured non-profit charity founded in 1979 that delivers child injury prevention guidelines, educational programs, and awareness campaigns across all eight Australian states and territories, funded by donations, corporate sponsorships, and workplace giving.

Ownership category

akta.pro rank

Product category

Child Safety Education and Injury Prevention

NAICS

Child and Youth Services (624110), Educational Support Services (611710)

SIC

Services-Social Services (8300), Services-Educational Services (8200)

akta.pro primary industry

Infant & Toddler Health, Safety & Safeguarding Programs (EDACAGAL)

akta.pro secondary industries

Home Safety & Accessibility Check (Handrails, Trip Hazards, Childproofing) (HSAGAOAO), Facility & Environmental Compliance (building/fire/playground) (EDACAKAK), Safety-Proofed Organization & Child-Friendly Storage Solutions (HSAFAIAJ)

Keywords

• Child injury prevention
• Child safety education
• Safety awareness campaigns
• Family day care safety
• Playground safety standards

Headquarters

HQ city

Australian Capital Territory

HQ country

Australia

HQ region

Oceania

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Donations and Public Support: Kidsafe relies heavily on kind generosity of the public to provide support for services in every state and territory. Donations are made to local Kidsafe offices directly.
2. Corporate Sponsorships: Corporate sponsors provide financial and in-kind support. Examples include Alspec (window fall prevention), Mr Minit (button battery safety), Find A Babysitter (1% of revenue since 2010).
3. Workplace Giving: Organizations can set up workplace giving programs where employees donate via payroll system. Small weekly amounts from multiple employees support Kidsafe programs.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Kidsafe Australia (Child Accident Prevention Foundation of Australia) is a non-profit organization that develops and distributes child safety guidelines, educational resources, and awareness campaigns aimed at preventing unintentional childhood injuries across Australia. Core offerings include the Family Day Care Safety Guidelines, the Elmo Stays Safe road safety iPad app, vehicle restraint guidelines co-developed with NeuRA, the biennial National Playspace Design Awards, and recurring campaigns such as National Burns Awareness Month and The Unconventional Oven hot car safety initiative. The organization operates through eight state/territory offices and a national partnerships office to reach families, educators, schools, and community groups.

Product overview

Kidsafe Australia is a non-profit child injury prevention organization offering a portfolio of safety guidelines, educational resources, and awareness campaigns. Core offerings include the Family Day Care Safety Guidelines (7th edition) providing best-practice safety standards, the Elmo Stays Safe iPad app for road safety education, and the biennial National Playspace Design Awards recognizing innovative playground design. The organization also produces vehicle restraint guidelines developed with NeuRA, burn safety resources, and various seasonal campaigns including National Burns Awareness Month and The Unconventional Oven hot car awareness campaign. These products work together to provide comprehensive child safety education and resources across Australian communities.

Differentiator

Problem solved

Functional benefit

Brands

• BurnSafe: Burn safety education program for children run in schools and preschools in South Australia, part of National Burns Awareness Month.
• BurnSafe Junior

Quantifiable outcome

• Over 150 Australian children die each year from preventable injuries
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor and core.

• Mr MinitminorGTM or Marketing Partner · 1 January 2018Supporting Kidsafe Australia to raise awareness of dangers of children swallowing button batteries. With over 300 shops across Australia, New Zealand, Malaysia and Singapore, Mr Minit helps educate families about button battery hazards.
• AlspecminorGTM or Marketing PartnerAlspec supported Kidsafe's Window Falls Prevention Month in May 2018. Alspec is a wholly Australian-owned company and market leader in aluminium systems design and distribution, with brands including KidScreen window fall prevention screen.
• Find A BabysitterminorGTM or Marketing PartnerAustralia's largest online babysitter website. Has sponsored Kidsafe since 2010 through provision of 1% of their revenue. Kidsafe provides FAB with content to help parents and babysitters keep kids safe.
• Safetech HardwarecoreStrategic or Co-development PartnerInternational leader in design and manufacture of safety gate hardware. Committed to developing gate hardware solutions that enhance home safety around pools and gardens. Partner on Safe Barriers Save Lives campaign to promote child safety around water.
• Merlin (Chamberlain Group)coreGTM or Marketing PartnerMerlin brand is committed to safety of children around garage and driveway areas. Brand of Chamberlain Group, world's largest manufacturer of automatic garage door openers. Supporting Kidsafe's garage and driveway safety education.
• Springfree TrampolineminorGTM or Marketing PartnerNational Kidsafe Day 2018 sponsor. Provider of trampoline safety equipment.
• Tiny Hearts First AidminorGTM or Marketing PartnerNational Kidsafe Day 2018 sponsor. First aid training and resources provider.
• Dream BabyminorGTM or Marketing PartnerNational Kidsafe Day 2018 sponsor. Baby product manufacturer.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• Sesame Workshop: Nonprofit behind Sesame Street and Kidsafe's Elmo Stays Safe iPad app partner. Comparable nonprofit model and children's-education mission, and the demonstrated corporate-partner role informs how Kidsafe structures its sponsor ecosystem.

Direct peers

• Safe Kids Worldwide: US-based nonprofit dedicated to preventing childhood injury — the most direct global peer to Kidsafe Australia. Operates a similar model of awareness campaigns, research-backed guidelines, and corporate partner programs targeting the same injury categories (falls, burns, drowning, road trauma).
• Child Accident Prevention Trust (CAPT): UK charity with a mission statement and operating model nearly identical to Kidsafe Australia: preventing serious accidental injury to children through education, awareness, and policy advocacy. Comparable national-footprint scope and federated structure.
• Red Nose Australia (formerly SIDS and Kids): Australian nonprofit focused on safe sleep and sudden unexpected death in infancy, now expanding into broader child safety. Operates as a competing national charity with similar awareness-campaign, government-lobbying, and donor-funded model.
• Kidsafe New Zealand: New Zealand's child injury prevention charity under the same Kidsafe banner — directly comparable organization with parallel campaigns, school programs, and home-safety resources targeting a similar population profile.
• Royal Life Saving Society Australia: Australian drowning-prevention charity that overlaps heavily with Kidsafe on water-safety campaigns, school programs, and community education. Comparable national footprint, federated structure, and corporate sponsor ecosystem.

Regional players

• Plunket (New Zealand): New Zealand's largest child welfare nonprofit providing Well Child services and family support — comparable community-scale delivery model and target audience (parents and young children) but broader in scope than Kidsafe's injury-prevention focus.

Emerging players

• International Drowning Research Centre (IDRC): Research-and-advocacy body focused on drowning prevention in the Asia-Pacific, directly comparable to Kidsafe's water-safety work but specialised rather than generalist — and a potential partner or competitor in drowning-specific campaigns.
• Kids and Traffic (NRMA): NRMA-backed road-safety education program for early childhood educators and families — directly overlaps with Kidsafe's Car and Road Safety portfolio including the Elmo Stays Safe app and child restraint guidelines.

Broad incumbents

• Canadian Paediatric Society: Established national professional body producing child-safety guidelines, public education resources, and policy advocacy — comparable in authority and reach to Kidsafe but covers all paediatric health rather than specializing in injury prevention.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/auskidsafe
• Facebookfacebook.com/kidsafeaustralia
• Instagraminstagram.com/kidsafeaus
• LinkedInlinkedin.com/company/kids-safe

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kidsafe Australia