Mar. 18, 2014
Toyota Prepares 2014 Spring Traffic Safety Campaign
Toyota City, Japan, March 18, 2014―Toyota Motor Corporation (TMC) will conduct its annual spring traffic safety campaign from April 1 to 30 to coincide with the Japanese national spring campaign running from April 6 to 15.
The Toyota campaign focuses on educating preschoolers about the dangers of running out into the street. This year, Toyota will donate approximately 2.55 million traffic safety picture books nationwide to children beginning kindergarten or nursery school, as well as approximately 48,000 traffic safety storytelling card sets to kindergartens, nursery schools, libraries and children's facilities throughout the country.
In addition, Toyota will distribute around 780,000 nighttime traffic safety awareness flyers to visitors to dealers and other outlets nationwide. The materials will also be available online in Japanese at http://www.toyota.co.jp/ehon/ to enable parents and guardians to educate children at home. Toyota will also be giving away 20 Toyota child seats through the site.
A total of 417 companies, comprising vehicle dealers, logistics systems companies, forklift dealers, parts distributors and rental/lease dealers, will participate in Toyota’s 2014 campaign.
This year marks the 46th year that Toyota has run the campaign, which began in 1969. To date, Toyota has donated approximately 133.69 million picture books and 1.47 million traffic safety storytelling card sets in Japan.
The Toyota campaign focuses on educating preschoolers about the dangers of running out into the street. This year, Toyota will donate approximately 2.55 million traffic safety picture books nationwide to children beginning kindergarten or nursery school, as well as approximately 48,000 traffic safety storytelling card sets to kindergartens, nursery schools, libraries and children's facilities throughout the country.
In addition, Toyota will distribute around 780,000 nighttime traffic safety awareness flyers to visitors to dealers and other outlets nationwide. The materials will also be available online in Japanese at http://www.toyota.co.jp/ehon/ to enable parents and guardians to educate children at home. Toyota will also be giving away 20 Toyota child seats through the site.
A total of 417 companies, comprising vehicle dealers, logistics systems companies, forklift dealers, parts distributors and rental/lease dealers, will participate in Toyota’s 2014 campaign.
This year marks the 46th year that Toyota has run the campaign, which began in 1969. To date, Toyota has donated approximately 133.69 million picture books and 1.47 million traffic safety storytelling card sets in Japan.
Details of the Spring Toyota Traffic Safety Campaign
| Umi de Asobo! (“Let’s play at the beach”) picture book | Target | New students at kindergartens and nursery schools nationwide and their parents/guardians |
| Content | Highlights the dangers of running out into the street, and the need to use child seatbelts | |
| Point of distribution | Vehicle dealers nationwide | |
| Number of copies | Approx. 2.55 million | |
| Sora kara Tamago ga Ochite Kita (“An egg falls from the sky”) storytelling card set | Target | Kindergartens, nursery schools, libraries and children's facilities nationwide |
| Content | Highlights the dangers of running out into the street (as well as into bicycle paths), the purpose of stop lights and pedestrian crossings, and potential dangers in parking lots | |
| Point of distribution | Vehicle dealers nationwide (also distributed directly by Toyota to libraries and children's facilities) | |
| Number of copies | Approx. 48,000 | |
| Nighttime traffic safety awareness flyer | Target | Drivers and pedestrians |
| Content | - Turning on headlights in the twilight hours before sunset
- Education on wearing reflective materials |
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| Point of distribution | Vehicle dealers, logistics systems companies, forklift dealers, parts distributors, rental/lease dealers and Toyota-related facilities | |
| Number of copies | Approx. 780,000 | |
| Period | April 1 to April 30 |
