Toyota Motor Corp. is launching "TeenDrive365," a huge campaign aimed at addressing teen driving safety. Vehicle accident is now considered as the leading cause of death for teenagers, surpassing other causes like suicide, murder and drugs. Toyota aims to address this problem through the program, which is its largest campaign to date.
The TeenDrive365 campaign entails placing video spots on ABC.com and Hulu.com, concentrating on the first year of teenagers driving behind the wheel.
The TeenDrive365 campaign also entails print, radio, display and online advertising as well as sponsored content on Twitter and Facebook. Everything related to the campaign can be found at teendrive365.com. The campaign is created by ad agency 360i, not Toyota’s main agency Saatchi & Saatchi, Los Angeles.
Through the campaign, Toyota is a aiming to encourage parents to discuss with their teens the "dangers from distracted driving," according to Marjorie Schussel, corporate marketing director for the Japanese carmaker.
The campaign is also aiming to encourage parents to set a safe driving example for kids throughout their lives. The campaign is based on the awareness that the first year of driving is “one of the most dangerous years of a teen's life," Schussel remarked, adding that the issue is "personally relevant," since her 16-year old son just got his driver's permit.
A national study conducted by Toyota with the University of Michigan Transportation Research Institute showed that parents "are the No. 1 influence" on how their teens will drive in the future, Schussel disclosed. She remarked that driver education commences when “a child's car seat is turned facing forward.” She remarked that parents need to be models for their children.