New Toyota campaign geared toward teenage drivers

Toyota Motor Corp. recently announced the launching of its newest campaign, “TeenDrive365.” The campaign, which is Toyota’s biggest one to date, tackles the pressing issue of teenagers’ driving safety. Recent statistics show that vehicular accidents are among the leading causes of death among teenagers, mostly due to distractions such as phone calls or text messages.

Image Source: www.toyota.com

In line with the campaign, Toyota will be putting in efforts in print, radio, display, and online advertising. It will also be running new video spots on Hulu.com and ABC.com, videos which will focus on a teenage driver’s first year behind the wheel, arguably also the most dangerous year for him/her. Everything will be tied together at the campaign’s website, teendrive365.com.

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The goal of the campaign is to get parents to discuss with their teenage children the “dangers of distracted driving,” according to Marjorie Schussel, corporate marketing director for Toyota. This, they hope, will help to set a safe driving example for youngsters, which will influence them for the rest of their lives.

"The campaign is based on the insight that the first year of driving is one of the most dangerous years of a teen's life," Schussel said. She said the issue is personally relevant, due to her 16-year-old son just recently getting his driver's permit. "I don't know a parent who isn't concerned about the safety of our kids on the road today."

Image Source: www.toyota.com

More teens die in car crashes than from homicides and suicides combined, according to the National Safety Council. It also found that people using handheld devices are four times as likely to crash compared to drivers using hands-free devices.

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