Toyota TeenDrive365 Video Challenge in
partnership with Discovery Education Invites Teens to Create Safe
Driving PSAs
“Driving Coach” Campaign with DoSomething.org
and Toyota Empowers Teens to Help Their Parents Curb Distracted
Driving
Today’s teens are digital natives who, on average, send over 100
texts1 and watch 1.15 hours of online videos a day.2 That’s why
Toyota TeenDrive365 is launching two defensive driving campaigns
that harness teens’ love of texting and online videos:
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20151001006413/en/
- The Toyota TeenDrive365 Video
Challenge with Discovery Education, the leading provider of
digital content and professional development for K-12 classrooms;
and
- The Toyota Driving Coach with
DoSomething.org, one of the largest orgs for young people and
social change in the world.
Video Challenge Invites Teens to Produce Distracted Driving
PSAs
Now in its fifth year, the TeenDrive365 Video
Challenge invites high school students across the country to
create short videos to inspire their friends to drive safely and
avoid distractions.
A panel of judges comprised of community leaders, educators,
communications experts, and Toyota representatives will select the
grand prize winner, who will receive $15,000 and work with a
Discovery film crew to reshoot their video as a TV-ready PSA. The
second place winner will receive $10,000 and a trip to attend a
taping of a show airing on Discovery Communications’ Velocity
Network, while the third place winner will receive $7,500.
One People’s Choice winner will also be selected through public
vote in April and will win $5,000 and will also attend the Velocity
show taping. This year, Toyota has expanded the prizing to include
4th through 10th place winners who will each receive $2,500, as
well as four regional winners, who will each receive $1,000. Last
year, teens across the country submitted more than 1,000
videos.
Teens can register and submit their entries today through March
7, 2016 at www.TeenDrive365inschool.com.
You can watch the videos from last year’s winners and finalists
at this link.
"We know that teens rank their own peers as one of the leading
influencers on their behavioral choices. With that in mind,
Discovery Education is proud to partner with Toyota on this unique
initiative that empowers teens to use their digital storytelling
skills to inspire their peers,” said Lori McFarling, Senior Vice
President at Discovery Education. “To keep teens safe on the road,
it's critical that we reach them in the classroom – where they
spend the majority of their time – by providing needed digital
resources that emphasize the importance of making smart choices
behind the wheel.”
Texting Campaign Brings Teens and Parents Together to Take on
Distracted Driving
The Toyota Driving Coach, developed in partnership with
DoSomething.org, turns the tables on the parent-child relationship
by empowering teens to help mom and dad become safer drivers.
DoSomething members will receive a text message with common
distracted driving behaviors that they may observe their parents
doing, such as eating behind the wheel, fiddling with the car’s
controls, or typing on a mobile device. The teen can address the
issue with their mom, dad or guardian by selecting from several
intervention tactics, including taking on the tasks themselves or
sharing compelling statistics, often lightened with pop-culture
references and all via text - though not while driving, of
course!
The campaign’s focus on bringing teens and parents together
around this issue is based on Toyota research with the University
of Michigan that found that parents are the number one influence on
how their teen will drive. The campaign will run from October 1-31,
2015.
“At DoSomething.org, we exist to give young people accessible
ways to take action on issues they care about, like distracted
driving,” said Naomi Hirabayashi, Chief Marketing Officer at
DoSomething.org. “It can be awkward to know what to say to your
parents if they need some help with distracted driving (c’mon,
Mom!), so we’re breaking down those barriers by providing humorous
intervention tactics all through the preferred medium for young
people, text messaging.”
Participating teens will be entered for a chance to win a $5,000
scholarship. To learn more and sign up, go to this microsite or
text DRIVE to 38383.
“We are thrilled to partner with Discovery Education and
DoSomething.org on these Toyota TeenDrive365 campaigns because both
organizations really understand what makes young people tick,” said
Marjorie Schussel, Director, Integrated Brand Communications,
Toyota. “We believe that by meeting teens where they are, we can
raise awareness about the dangers of distracted driving in powerful
ways and help teens and their parents become safer drivers.”
The Video Challenge and Driving Coach campaigns are part of
Toyota TeenDrive365 – the company’s comprehensive safety initiative
that offers online tools, expert advice, local events and social
media elements to inspire parents and teens to be safe drivers
together.
About Toyota
Toyota (NYSE:TM), the world's top automaker and creator of the
Prius and the Mirai fuel cell vehicle, is committed to building
vehicles for the way people live through our Toyota, Lexus and
Scion brands. Over the past 50 years, we’ve built more than 30
million cars and trucks in North America, where we operate 14
manufacturing plants (10 in the U.S.) and directly employ more than
42,000 people (more than 33,000 in the U.S.). Our 1,800 North
American dealerships (1,500 in the U.S.) sold more than 2.67
million cars and trucks (more than 2.35 million in the U.S.) in
2014 – and about 80 percent of all Toyota vehicles sold over the
past 20 years are still on the road today. Toyota partners with
philanthropic organizations across the country, with a focus on
education, safety and the environment. As part of this commitment,
we share the company’s extensive know-how garnered from building
great cars and trucks to help community organizations and other
nonprofits expand their ability to do good. For more information
about Toyota, visit www.toyotanewsroom.com.
About Discovery Education
Discovery Education is the global leader in standards-based
digital content for K-12, transforming teaching and learning with
award-winning digital textbooks, multimedia content, professional
development, and the largest professional learning community of its
kind. Serving 3 million educators and over 30 million students,
Discovery Education’s services are in half of U.S. classrooms, over
40 percent of all primary schools the UK, and more than 50
countries. Discovery Education partners with districts, states and
like-minded organizations to captivate students, empower teachers,
and transform classrooms with customized solutions that increase
academic achievement. Discovery Education is powered by Discovery
Communications (NASDAQ: DISCA, DISCB, DISCK), the number one
nonfiction media company in the world. Explore the future of
education at www.discoveryeducation.com.
About DoSomething.org
DoSomething.org makes the world suck less. One of the largest
global orgs for young people and social change, our 4 million
members tackle campaigns that impact every cause, from poverty to
violence to the environment to literally everything else. Any
cause, anytime, anywhere. *mic drop
1 Pew Research Center, 20122 Global Web Index, 2015
View source
version on businesswire.com: http://www.businesswire.com/news/home/20151001006413/en/
on behalf of ToyotaAmy Gross,
646-805-2037amy.gross@finsbury.comorDiscovery EducationElizabeth
Hillman,
240-662-2664elizabeth_hillman@discovery.comorDoSomething.orgNaomi
Hirabayashi, 212-254-2390 x 240nhirabayashi@dosomething.org
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