Global Society / Local Communities

 Social contribution: Nurture human resources and enhance the cultural life of our host communities. <Global Common Theme> Environment Education Traffic Safety *Fourth theme "Society and Cultures" is added in Japan.

Social Contribution

Under its Guiding Principles, Toyota seeks to be a good corporate citizen of the world and to contribute to economic and social development through corporate activities in the communities it conducts business in. The CSR Policy: Contribution Towards Sustainable Development, which interprets the Guiding Principles, explains how Toyota actively promotes and engages in social contribution activities that help strengthen communities and contribute to the enrichment of society. Based on these concepts, Toyota's approach to social contribution activities, initiatives and goals are expressed clearly in the principles and policies that are shared with all Toyota companies throughout the world.

Social Contribution

The Basic Concepts of Social Contribution

Toyota laid down the principles and policies for social contribution activities based on the Guiding Principles at Toyota and its CSR Policy, which the company shares globally. Toyota spent approximately 14.4 billion yen on social contribution activities in FY2011, with around 20,000 employees taking part in volunteer activities every year.

Global Focus Fields

Results of Social Contribution Activities

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Kokoro Hakobu Project

Aiming for the enrichment of society, Toyota joins forces with a broad range of individuals and organizations to make effective use of resources while engaging in social contribution activities to resolve social issues. Based on this philosophy, Toyota has implemented recovery and revitalization support initiatives for disaster area recovery since the Great East Japan Earthquake by way of monetary donations, supplies aid, provision of automobiles, provision of company dormitories and other forms of housing, support for people involved in agriculture and food production, and the dispatch of aid workers for physical support.
In June 2011, in a bid to deploy a variety of relief efforts to aid the disaster stricken area, Toyota launched the Kokoro Hakobu Project, which is based on the idea of bringing more than temporary allocations of human resources and material resources to the recovery effort. As part of these efforts, the company rearranged and continues to run its former voluntary programs in the field of arts and culture with the aim of helping in any way possible to heal the hearts of disaster victims.

Details of Initiatives to Date

Provision of funds

  • Donations made to the Central Community Chest of Japan and Japan Platform, etc. (approximately 300 million yen)
  • Donation of funds collected from executives and employees to the Japanese Red Cross Society (55 million yen)
  • Donation of funds for earthquake orphans in Miyagi, Iwate, and Fukushima Prefectures (100 million yen per prefecture)

Provision of supplies

  • Supplies aid to regions with associated business entities

Provision of vehicles

  • Provision of rent-a-cars and work vehicles (260 units)
  • Free-of-charge retrofitting of a system that supplies auxiliary electricity to the Prius in fleets at each prefectural office in the Tohoku region.

Provision of temporary accommodation

  • Provision of company dormitories and other forms of housing in Aichi Prefecture

Provision of support to agricultural and food production industries

  • Offering of agricultural products from the Tohoku and Kanto regions in employee cafeterias and in-house stores in response to a request from the Keidanren (Japan Business Federation)

Provision of personnel

  • Volunteer activities by employees from 15 Toyota and Toyota-related companies (approximately 200 people)

Provision of culture and the arts (refer to pages 37 to 38 for details)

  • Toyota Children Meet Artists Program: Holding of workshops at elementary schools in disaster stricken areas to provide emotional care to children
  • Toyota Community Concerts: Concerts in disaster stricken areas held by local amateur orchestras and other groups from around the country (13 performances)
  • Toyota Master Players, Wien: Charity concerts held in Miyagi and Iwate Prefectures and visiting concerts held at schools and other locations across Japan. Donations collected at each venue
  • Donations to culture and arts support activities

[Volunteers] Implementation Plan for Relief Efforts by the Toyota Group

Fifteen Toyota and Toyota-related companies have been conducting support activities for reconstruction in disaster areas to enable the victims of the Great East Japan Earthquake and Tsunami to return to their normal lives as soon as possible. In FY2011, around 200 employees traveled to Iwate Prefecture in a bus driven by a member of an in-house volunteer club, the Heavy Vehicle Drivers' Association, to assist in restoration of the region based on their needs in a 5-days/4-nights volunteer event. Fifteen volunteers participated per event, with the event held 14 times throughout the year. These activities are being continued in FY2012.

Duration of activities Total of 14 times between June and November 2011
Area of activities Kesen District of Iwate Prefecture (Ofunato City, Rikuzentakata City, Sumitacho)
Number of volunteers Around 15 people per event. Total of approximately 200 people
Details of activities Removal of debris and flotsam from rice paddies, farm roads, residential houses, etc., and washing and tidying of photos, among other things

15 Toyota and Toyota-related companies

Toyota Industries Corporation Aisin Seiki Co., Ltd. Hino Motors, Ltd.
Aichi Steel Corporation Denso Corporation Tokai Rika Co., Ltd.
JTEKT Corporation Toyota Boshoku Corporation Aisan Industry Co. Ltd.
Toyota Auto Body Co., Ltd. Toyota Central R&D Labs, Inc. Taiho Kogyo Co., Ltd.
Toyota Tsusho Corporation Toyoda Gosei Co., Ltd. Toyota Motor Corp.
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Examples of Initiatives in Japan (Environment/Traffic Safety)


Toyota addresses domestic and international environmental issues by publicizing knowhow acquired through the establishment of satoyama (forests and wetlands near populated areas) and experimental studies in the Forest of Toyota, and using the accumulated knowledge for environmental education. The company also implements afforestation, human resource fostering, and support for research and activities with a focus on collaboration with society and local communities, as well as initiatives in environmental preservation by employee volunteers.

Cumulative Number of Visitors to the Forest of Toyota Reaches 100,000 since its Opening

Launched in the suburbs of Toyota City in October 1997 in a company-owned forest as a model for satoyama restoration, the Forest of Toyota project is open to the general public. The project aims to restore and carry out research into the preservation of forests, plants, and animals, as well as engage in environmental education in collaboration with the local community. Visits by elementary school children have reached 55,000, and the project has firmly become a field for hands-on study in the region. In addition, Toyota operates a transport service using company buses for the greater convenience of local elementary schools. The cumulative total of visitors to the forest reached 100,000 on February 23, 2012. A certificate and a memento were given to each of the 23 first grade students of Hirai Elementary School in Toyota City, which became the 100,000th visitor.

Experience nature program
Experience nature program

Ceremony to commemorate a cumulative total of 100,000 visitors
Ceremony to commemorate a cumulative total of 100,000 visitors

Main Initiatives to Date
1992: Drafting of the plan for the Forest of Toyota
1997: Establishment and opening of a model satoyama restoration forest
1998: Holding of the Eco-no-Mori Seminar, an ecology education program (until 2005)
Holding of "eco monitoring," a survey to assess the effects of the model forest (until 2008)
2001: Commencement of the hands-on learning program through interaction with nature for elementary school children
2003: Opening of the Satoyama Learning Institute Eco-no-Mori house

Total Number of Visitors

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The Second Phase of the Human Development Program Toyomori Institute of Sustainable Living is Currently Underway

The Toyomori Institute of Sustainable Living is a human development project carried out in cooperation with Toyota, Toyota City, and the Support Center for Sustainable Regional Design (NPO) in a bid to connect cities and rural areas.
The Toyomori Institute of Sustainable Living, which forms the core of this program, opened in May 2009, and 30 individuals recruited from the general public engaged in classroom sessions and field work over a period of approximately two years in order to gain an understanding of the local region, learn about advanced cases studies in the community and business, and propose businesses for connecting cities to satoyama. Since graduation, some participants have actually moved to satoyama to begin businesses based in the local community.
The second phase of the project began in April 2011 with 26 individuals recruited from the general public.

Field work
Field work

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AQUA SOCIAL FES!! - a Campaign to Create Tomorrow's "Like"
― Striving for the Integration of Social Contribution and Sales Promotion ―

Aqua - a new hybrid car developed as the ideal compact car for 2020. AQUA SOCIAL FES!! is a campaign that started with the launch of the Aqua. AQUA SOCIAL FES!! is intended to connect Aqua's development concept of creating a more enjoyable, better mobility society and the consumers' desire to do something for society, and have everybody say "Like."
More specifically, we select 50 action programs across the country in collaboration with external advisers, local newspaper companies and NPOs, and conduct environmental protection and preservation activities for targeted rivers, lakes, and beaches together with the general public participants. Through these activities, Toyota can gain the public's awareness of its Aqua brand, the participants can enjoy the activities, and society can reap the benefits of a better environment.

Sagara Beach Loggerhead Turtles Conservation Projectト
Sagara Beach Loggerhead Turtles Conservation Project

Everyone's Tsurumi River Basin Regeneration Project
Everyone's Tsurumi River Basin Regeneration Project

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Traffic Safety

As part of activities that aim to achieve zero casualties from traffic accidents, Toyota has continued promoting traffic safety education activities targeting a wide cross section of society, encompassing children to the elderly, since the 1960s. Below we present some representative cases of such activities, including the Toyota Traffic Safety Campaign that we have been engaged in since 1969 and the Toyota Safety Education Center "mobilitas."

Toyota Spring and Autumn Traffic Safety Campaigns and Support to Dealers

In the Toyota Traffic Safety Campaign held in the spring of FY2011, Toyota distributed approximately 2.44 million copies of traffic safety picture books and 43,000 copies of picture-story show cards to new students at kindergartens and nursery schools all over Japan in cooperation with 419 Toyota dealers and other companies around the country. We, however, refrained from conducting such activities in regions affected by the Great East Japan Earthquake. These activities are now in their 43rd year, and the cumulative number of picture books and picture story show cards distributed amounts to approximately 126 million copies and 1.33 million copies, respectively.
In the autumn campaign, given the high number of accidents involving elderly people at night, Toyota also printed and distributed some 820,000 leaflets explaining the effectiveness of using reflective materials and the difference in visibility depending on the color of clothes. Many other traffic safety events were also held in regions across Japan in conjunction with the support provided by Toyota to dealers nationwide, including the renting out of Driving Under the Influence simulators (DUI Goggles) and other traffic safety education tools.

Traffic safety picture books distributed in FY2011:
2.44 million copies with a cumulative total of 126 million copies
Traffic safety picture-story show cards distributed in FY2011:
43,000 copies with a cumulative total of 1.33 million copies

FY2011 Autumn Traffic Safety Campaign leaflet
FY2011 Autumn Traffic Safety Campaign leaflet

Traffic safety event held at TRESSA YOKOHAMA
Traffic safety event held at TRESSA YOKOHAMA

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Safe-driving Programs and Traffic Safety Classes Held at "mobilitas"

Safe-driving programs for drivers are currently being held mainly at Toyota Safety Education Center "mobilitas," which opened at the Fuji International Speedway in Shizuoka Prefecture in 2005. "mobilitas" offers curricula for individuals from the general public as well as corporations and groups that aim to actively improve driving techniques and enhance driver awareness of vehicle safety. Improvements are constantly being made to the curricula with the addition of ways to deal with emergencies as in an earthquake and so forth, in an attempt to boost customer satisfaction.
Around 4,200 customers took part in the program in FY2011, with the cumulative number of participants since 1987 reaching around 50,000.
In addition, the Toyota Safety School for young children, which has been running at Toyota Kaikan Museum in Toyota City in Aichi Prefecture since 1975, have also been held at "mobilitas" since 2006. In FY2011, 190 local kindergarten children enjoyed learning about traffic safety at "mobilitas."

Toyota Driver Communication
Number of participants in the program in FY2011:
4,210 with a cumulative total of approximately 50,000
Toyota Safety School ("mobilitas"/Toyota Kaikan Museum)
Number of participants in the program in FY2011:
5,095 with a cumulative total of over 230,000

"mobilitas" program allowing "dangerous" driving to be experienced in a safe environment
"mobilitas" program allowing "dangerous" driving to be experienced in a safe environment

How to cross the road at a pedestrian crossing (safety school at "mobilitas")
How to cross the road at a pedestrian crossing (safety school at "mobilitas")

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Other Main Safety Education Activities in FY2011

The website, Kodomo-bilita a mixture of kodomo ‘children’ in Japanese and "mobilitas," which promotes all kinds of traffic safety based on bicycles and other themes, began a new series of riddle-solving anime called Detective Bilita in March 2011. "Road sign fortune telling" also commenced in March 2012.


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