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Toyota Emphasizes Safety, Responsibility in New Driving Campaign for Teens

指導者 / 總編輯張蕙娟  分享者 / 何柏毅
 

Toyota持續關注年輕新手駕駛的安全性的問題

 

圖一 Toyota廣告截圖
圖一 Toyota廣告截圖

Toyota最近有了新的行銷標語,希望提升年輕新手駕駛對安全性的重視—Their First。

根據Toyota與密西根大學的合作發現,雙親決定了小孩是怎麼樣的駕駛類型,雙親必須是小孩的好榜樣,另一個統計顯示,年輕駕駛者的車禍機率為有經驗駕駛的三倍,在開車使用手持裝置(像是手機)比使用無線裝置的車禍機率高了四倍。目前車禍已是青少年致死原因的很大部分,超越了被謀殺與自殺的總和。

Toyota已經做出很多企劃為了提升社會對於青少年安全駕駛的重要性,包括Toyota Driving Expectation與Toyota Teen Driver,同時也舉辦了許多相關的影片競賽來提醒自己的同輩安全駕駛的重要性,今年也會繼續這些計劃。

 

Toyota has launched a new campaign to bring attention to teen drivers’ most dangerous year on the road—their first.

TeenDrive365 emphasizes the importance of parents talking to their teens about the “dangers from distracted driving,” Marjorie Schussel, corporate marketing director for Toyota, told Advertising Age. “We as parents need to be models for our children.” Schussel cited a national study conducted by Toyota and the University of Michigan Transportation Research Institute that found that parents “are the No. 1 influence” on what kind of driver their teens will be.

According to the National Safety Council, a teen driver’s risk of a crash is three times greater than that of a more-experienced driver; drivers using hand-held devices are four times as likely to crash as those using hands-free devices; and more teens die in car crashes than from homicides and suicides combined.

The study was sponsored by Toyota’s Collaborative Safety Research Center. Principal engineer Dr. Tina Sayer said, “We like to say that driver’s education begins the day a parent turns their child’s car seat around to face forward. It’s so important that parents understand that the actions they take and the expectations they set for young drivers each day are powerful factors in encouraging a lifetime of safe behavior behind the wheel.”

Toyota has offered programs to raise awareness of teen driving safety for more than a decade, including Toyota Driving Expectations and Toyota Teen Driver, which invites teens to create original videos to inspire their peers to be safer drivers for the chance to win $15,000—an effort that will run again this year.

Toyota’s video spots for TeenDrive365 will run on ABC.com and Hulu, and will be accompanied by print, radio, display and online ads with sponsored content on Twitter and Facebook.

The safety effort mirrors that of mobile carriers AT&T, T-Mobile, Verizon Wireless and Sprint who have backed the “It Can Wait” no texting-and-driving pledge.

摘譯自BrandChannel:
http://www.brandchannel.com/
Posted by Mark J. Miller on November 18, 2013 04:07 PM

 

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