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.