Toyota Argentina S.A. (TASA)
Fatalities and injuries caused by traffic accidents increased by 69% from 2000 to 2007 in Argentina. Drivers who have held a driver's license for less than 2 years figure in a disproportionately large percentage of the accidents. In response to these alarming trends, TASA (Toyota Argentina S.A.) has developed a driving-safety campaign for teenaged drivers and their parents. It began conducting the program, dubbed "Toyota and You", at sites nationwide in 2008.
A Toyota and You session spans about 3 hours and consists of an effective combination of lectures and behind-the-wheel driving on a broad parking lot. The program is free of charge for the participants. A central emphasis in Toyota and You is on acquainting young drivers with the danger of distractions. The participants discover how much drinking a beverage or talking on a cell phone while driving diminishes their responsiveness in braking and steering. In other sequences, participants practice the rudiments of driving on dry and wet surfaces and negotiate a slalom course, all under the supervision of professional drivers.
Parents learn about the fundamentals of traffic safety while their children are taking part in the behind-the wheel activities. They also sit in a collision simulator to experience the importance of wearing a seatbelt. The children and parents reunite at the end of the session to discuss what they learned. Every family group receives a "contract" checklist of safety pledges for the teenagers to make and uphold in their daily driving.
Venue: Pinamar, Rosario, Córdoba, Mendoza, Buenos Aires, Concepción del Uruguay, Zarate, La Plata, Paraná, Lanús and Vicente López
Number of participants: Over 2,644 people, including teenagers and their parents.
"Toyota and You" logo (in Spanish)
Simulation of Drunk Under Influence(DUI Goggles)
An instructor also explains automotive safety technologies to the parents of young drivers
The practical driving course is set up in an actual street cordoned off by barriers
The slalom course presents a series of driving challenges