Toyota and Teen Vogue are partnering to educate teens and parents on safe driving.
Online PR News – 06-April-2013 – Brunswick, GA – In a partnership with Teen Vogue, Toyota has developed the “Arrive in Style” campaign that will promote and educate teenagers as well as parents on safe driving. The campaign is primarily focused on teenage girls and mothers, so the main area of focus will be on educating girls and mothers on the statistics and patterns associated with teenage driving in hopes to promote better driving through teen and parent interaction.
An article from Toyota notes that in 2010, seven teens on average between the ages of 16 and 19 died every day from car injuries. The article then goes into more detail with more specific statistics centered on teenage girl driving habits. Almost two-thirds of teen girls use a cell phone while driving, and nearly one-third read or respond to a message every time they are behind the wheel. Statistics are slightly lower for more engaged behaviors such as social media and text conversations, but significantly higher for other forms of distraction such as changing music or driving with multiple passengers.
An additional part of the campaign focuses on getting mothers involved. Part of the reasoning for targeting mothers specifically is that there is correlation between teen and parent driving habits, shown by recent studies. The campaign will use digital media in order to promote safe driving through Teen Vogue’s website, where teens and parents can sign an “e-agreement” for good driving and engage in online activities for prizes.
The campaign starts this May and runs until next February with ads and promotional material featured in print, digital, and social media via Toyota and Teen Vogue.
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