US-based ★ Toyota Launches Safe Driving Campaign Targeting Teen Drivers

Toyota USA, which has been engaged in safe driving education for teens since 2004, launched its new "Teen Drive 365" campaign in November.

It targets newly licensed teens and their parents, emphasizing the importance of safe driving.

Car accidents are the leading cause of death among teens, often due to distracted driving like using cell phones. Marjorie Schussel, the company's Corporate Marketing Director, pointed out, "The first year behind the wheel can be the most dangerous year of their lives." She stated that through the campaign, "We want parents and teens to talk about the dangers of distracted driving."

Raising parents' driving awareness is also a key theme. According to the company's research, parents' driving habits have the greatest influence on their children's driving. Schussel emphasized, "Driver education starts when you install the child seat. Parents must set an example for their children."

The integrated campaign utilizes radio, online video, display, and mobile advertising, alongside social media.
The campaign is being handled by 360i, a digital agency under Dentsu Inc., which was recently honored as Adweek's 'Digital Agency of the Year.'