Toyota Launches its Biggest Teen Safety Initiative to Date

This week, Toyota and 360i launched TeenDrive365, a comprehensive new campaign that marks the automaker’s largest-ever advertising effort to address teen driving safety.

According to the National Safety Council, the first year a teenager gets their driver’s license is one of the most dangerous years of their lives. And while cars today are safer than ever, automobile crashes continue to be a leading cause of death among teenagers.

Based on this insight, we designed TeenDrive365 to encourage an ongoing dialogue between parents and teens around safe driving. At the center of the campaign is a new online destination for parents, www.TeenDrive365.com, which offers up tips and tools to help parents start the safe driving conversation with their teens.

The campaign includes an emotional video spot highlighting all the major firsts that a parent may experience as their child grows older – ending with the first time their teen gets behind the wheel. Running across top online video sites like Hulu and ABC.com, the spot ends with a call-to-action encouraging parents to visit the site.

The integrated campaign is being supported by targeted media across traditional and online channels such as national radio, online video, display, mobile and paid social advertising. The program will also be promoted across Toyota’s branded social communities, including on Facebook and Twitter.

In addition, Toyota will host ongoing, national events for new drivers and their parents, featuring virtual reality driving simulators and parent-teen driving education courses.

Read more about TeenDrive365 in Ad Age.