Toyota and Discovery Education partnered to create the “TeenDrive365 In School initiative,” aimed to reduce teen auto accidents. It’s the first-place winner in the “Public Health or Safety Initiative” category of PR Daily’s 2018 Corporate Social Responsibility Awards.
Teens are at tremendous risk when they obtain their driver’s licenses. According to the National Safety Council, this period is the most dangerous of a person’s entire lifetime. As distractions increase—notably smartphones and the compulsion to text while driving—the risk has grown exponentially greater.
Toyota has been trying to raise awareness among teenage drivers with its “Toyota TeenDrive365” program, which offers online tools, expert advice, local events and social media elements to inspire parents and teens to be safe drivers together. The “In School” element is a comprehensive engagement program anchored by an online information hub that provides safe driving tools and resources to students and teachers.
A video challenge is a key component, encouraging students in grades 9-12 to produce their own videos describing how they can be safer drivers. The program generated more than 5,200 registrants for its 2017 challenge. They were viewed and voted on by tens of thousands of people, the result of a grassroots social media and marketing campaign carried out by participants, their families, friends and schools.
Media coverage of the challenge resulted in 16 million impressions. The finalists’ stories were covered in a number of local newspapers, online news sites, radio and TV stations. Media coverage generated about 7 million impressions, and an additional 26 million impressions were produced through online promotion.
Congratulations to the team of Kristin Hirst, Helena Poda, Lauren DeNu, Sumner Byrne and Karen Polan.
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