While cars today are safer than ever, automobile crashes are the leading cause of death for teenagers. In 2010 seven teens between the ages of 16 and 19 died every day on average from motor vehicle injuries. To help combat this disturbing trend, Toyota has partnered with Teen Vogue to promote "Arrive in Style," a safe driving campaign to raise awareness of the dangers of distracted driving among teenage girls and inspire them to make a mutual commitment with their mothers to drive safely.
"Teen Vogue really shares our commitment to help keep teens safe, and with their reach and readership they've been a great partner to help amplify our longstanding efforts to empower teen girls to be safer drivers," said Marjorie Schussel, of Toyota Motor North America. "We also are excited to involve moms since our approach to teen safety has always included outreach to parents as well."
The "Arrive in Style" campaign includes print, digital and social media elements that will run through February 2014. Kicking off with the May print edition of Teen Vogue, monthly advertorials will feature helpful tips and advice from Toyota on different safe driving topics. The campaign will also include stories and online videos of Teen Vogue readers and their mothers about their commitment to driving safely, underscoring the special roles that mothers and daughters play in inspiring each other.
In conjunction with the launch of "Arrive in Style", Toyota released new findings from a recent study by Toyota and the University of Michigan Transportation Research Institute regarding driving behaviors of teen girls. 62% of teen girls report using a cell phone while driving, 30% read a text or email once or more every time they drive, 23% respond to a text once or more every time they drive, and 19% of teen girl drivers report that they have extended conversations via text message while driving.
In addition to "Arrive in Style," Toyota offers other resources to help teens become better drivers. Toyota Driving Expectations provides hands-on, real world defensive driving courses that go far beyond what is taught in standard driver education courses, while Toyota Teen Driver offers free online teen safety resources to parents, teens, educators and schools. The Toyota Collaborative Safety Research Center works with leading North American Universities, hospitals, research institutions and agencies on research designed to better understand teen drivers' risks and behaviors and identify effective recommendations to help keep them safe.
If you're the parent of a teen, this program is definitely worthwhile. Looking to buy your daughter her first car? Let Tom Wood Toyota help you out with their selection of safe Toyota and Scion vehicles that have great fuel economy!
"Teen Vogue really shares our commitment to help keep teens safe, and with their reach and readership they've been a great partner to help amplify our longstanding efforts to empower teen girls to be safer drivers," said Marjorie Schussel, of Toyota Motor North America. "We also are excited to involve moms since our approach to teen safety has always included outreach to parents as well."
The "Arrive in Style" campaign includes print, digital and social media elements that will run through February 2014. Kicking off with the May print edition of Teen Vogue, monthly advertorials will feature helpful tips and advice from Toyota on different safe driving topics. The campaign will also include stories and online videos of Teen Vogue readers and their mothers about their commitment to driving safely, underscoring the special roles that mothers and daughters play in inspiring each other.
In conjunction with the launch of "Arrive in Style", Toyota released new findings from a recent study by Toyota and the University of Michigan Transportation Research Institute regarding driving behaviors of teen girls. 62% of teen girls report using a cell phone while driving, 30% read a text or email once or more every time they drive, 23% respond to a text once or more every time they drive, and 19% of teen girl drivers report that they have extended conversations via text message while driving.
In addition to "Arrive in Style," Toyota offers other resources to help teens become better drivers. Toyota Driving Expectations provides hands-on, real world defensive driving courses that go far beyond what is taught in standard driver education courses, while Toyota Teen Driver offers free online teen safety resources to parents, teens, educators and schools. The Toyota Collaborative Safety Research Center works with leading North American Universities, hospitals, research institutions and agencies on research designed to better understand teen drivers' risks and behaviors and identify effective recommendations to help keep them safe.
If you're the parent of a teen, this program is definitely worthwhile. Looking to buy your daughter her first car? Let Tom Wood Toyota help you out with their selection of safe Toyota and Scion vehicles that have great fuel economy!
Categories:
News
