Toyota is launching a new campaign, “TeenDrive365,” to encourage parents to discuss dangers of distracting while driving with their kids who are young drivers. Today, distracted driving is one of the leading causes of death for teenagers. The US National Security Council estimates there have been 900,000+ car accidents so far in 2013 that were caused by drivers who were using their cellphones. While car brands constantly remind of the danger of texting and driving, it is parents who should explain kids how to behave behind the wheel.
TeenDrive365, Toyota’s biggest effort centered on the teen driving safety so far, encompasses all types of ad content, from print, radio, display and online ads to sponsored content on Twitter and Facebook and a digital hub, it’s key communication platform. The new effort, developed by the ad agency 360i, is focusing on the notion that the first year teenagers get their driver’s license is the most dangerous one in their lives.