According to the studies, the foremost cause of death in teenagers is not any form of crime, drugs or suicide but car accidents. Teenaged drivers often engage in distracted driving as they indulge in a talk on their mobile phones or send texts messages. To address this daunting problem that takes away many young lives, the world’s auto leader Toyota Motor has launched a teen driving safety campaign.
Known as the TeenDrive365, the Japanese auto major has launched its biggest ever campaign to address safe driving among the teenagers. Toyota will screen its new video that focuses on the most dreadful potential year for the teen drivers that is their very first year of driving on the websites, ABC.com and Hulu.com. The teenage driving safety campaign will also reach its aimed audience via print media, radio stations, banners, online advertisements and sponsored contents posted on various social media portals such as FaceBook and Twitter. All forms of this campaign from Toyota come bunched together at the website www.teendrive365.com.
Toyota’s responsible initiative addressing the teenage drivers has been created by the Advertisement agency 360i. Toyota has not disclosed the expenditure on the campaign.
Marjorie Schussel, Toyota’s corporate marketing director says that the primary goal of this campaign is to encourage the parents to talk to their teenage children and make them understand the potential dangers of distracted driving and themselves appear as the role models of safe driving for their kids.
Toyota conducted a national study in association with the University of Michigan Transportation Research Institute and found out that the kids’ parents are the first influence when it comes to safe driving. Thus, Schussel stresses on the fact that the parents themselves need to be safe and responsible drivers to ensure that their children become the same in future.
According to the National Safety Council more teens die due to car accidents than the combined number of teenager deaths occurring from murders and suicides. A teenager driver has the risk of car crash three times more than that of a more used to driver. Then again, the drivers who use hand held devices are exposed to accident risk four times as much as those who use hands free accessories.
A concrete number of the car crashes arising out of distracted driving is difficult to get as a huge number of people involved in such incidents don’t admit that they engaged in conversations over a mobile phone. However, National Safety Council estimates that more than 900,000 car crashes in the 2013 involved drivers who were using their mobile phones.
The National Highway Traffic Safety Administration has launched its own safe teen driving campaign known as the “5 to Drive,” in October this year. The campaign advises parents to set a driving rule consisting of five things for their children. The five rules to safe driving are namely: no talking or texting over the mobile phone while driving; no additional passengers; no alcohol; no speeding; and no driving without a seat belt.
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Tagged: Toyota Cars India, Toyota India, Toyota teen safe driving campaign
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