Toyota Motor Sales, U.S.A.
Toyota Motor Sales, U.S.A. has been supporting the Wyland Foundation’s Annual National Mayor’s Challenge for Water Conservation for four years. Residents who wish to participate in the challenge go to the website www.mywaterpledge.com and pledge which actions they will take for water resource conservation, CO2 emissions reduction, etc. They can immediately discover the impact that each action will have over one year, leading to increasing environmental awareness. April, when Earth Day falls, is designated as a challenge month, and cities compete with each other on the basis of the percentage of residents who pledge. Participants of the city with the highest participation rate are entered into a draw to win hybrid vehicles and environment-related prizes. Initially, the program was a grassroots movement with only a handful of cities participating, but now mayors of more than 130 cities are calling on their residents to pledge. More than 32,000 people from all over the United States have pledged, including residents of cities that do not yet participate.