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April 17, 2013

Mothers and Daughters join with Toyota and Teen Vogue to #ArriveInStyle

Arrive-in-Style_May-Issue_Teen-VogueApril is Distracted Driving Awareness Month, and Toyota has joined with Teen Vogue to promote a safe driving campaign to raise awareness of distracted driving, asking mothers and teenage girls to make a mutual commitment to drive safely.

Cars today are built with passive and active safety technology to protect drivers and passengers, but studies show automobile crashes remain the leading cause of death for teenagers. In fact, in 2010, seven teens between the ages of 16 and 19 died every day on average from motor vehicle injuries.[1] 

The “Arrive in Style” campaign -- developed in partnership by Teen Vogue and Toyota Motor North America -- kicked off with the May print edition of Teen Vogue, and continues with monthly advertorials featuring helpful tips and advice from Toyota on different safe driving topics.  The campaign will also include monthly stories and online videos of Teen Vogue readers and their mothers sharing their commitment to driving safety.

Arrive-in-Style_Air-Driving_Teen-VogueThe campaign also drives Teen Vogue’s audience via the “Arrive in Style” online hub, teenvogue.com/arriveinstyle. The site features Toyota’s Mutual Driving Agreement that mothers and daughters can e-sign and share via Facebook for a chance to win monthly prizes. In addition to signing the Agreement, teens can upload a photo on the microsite of them and their mom “air driving” for a chance to win a trip to New York City to be featured in the February 2014 issue of Teen Vogue.

“We are thrilled to partner with Toyota on this important initiative. When we saw the scary statistics around distracted driving, we knew this was a cause worth taking on,” said Jason Wagenheim, Teen Vogue Vice President and Publisher. “Teen Vogue’s influential young readers are the perfect ambassadors not only to participate in this initiative, but also to help build awareness and educate their peer groups on the importance of driver safety. Toyota, with the success of their ongoing work in this arena, is the ideal partner.”

 

 

“Arrive In Style” is the latest initiative from Toyota that is designed to help keep teens safe on the road. It joins such other initiatives from Toyota as Toyota Driving Expectations (www.toyotadrivingexpectations.com), which provides hands-on, real world defensive driving courses that go far beyond what is taught in standard driver education courses, while Toyota Teen Driver (www.toyotateendriver.com) offers free online teen safety resources to parents, teens, educators and schools.  

Arrive-in-Style_Toyota-prius_Teen-Vogue“Arrive in Style’s” unique approach of involving mothers is based, in part, on a recent study by Toyota and the University of Michigan Transportation Research Institute (UMTRI), which showed a significant correlation between teen and parent driving behaviors, suggesting that parents are a major influence on a teen’s driving habits. AskPatty will be posting another story on Friday sharing additional information from this study.  

AskPatty is asking moms and teenage girls to join Toyota and Teen Vogue in this ongoing safety campaign. Make your own mutual commitment to driving safety, sign the safe driving pledge, and upload a photo of the two of you together for your chance to win a trip to New York. Or even better: create your own air driving video, and share it at Facebook !

 

 [1]The Centers for Disease Control and Prevention, Web-based Injury Statistics Query

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