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Toyota Starts the City Firefly Project, a Traffic Safety Awareness Activity
Toyota City, Japan, Sep 06, 2016 - (ACN Newswire) - Toyota Motor Corporation will begin its 48th annual autumn Toyota Traffic Safety Campaign(1) by launching a new traffic safety awareness project named the City Firefly Project. The project will begin on September 6 in Aichi Prefecture, and then across all Toyota dealerships nationwide from September 21.
 | | Toyota Starts the City Firefly Project, a Traffic Safety Awareness Activity | | |
In line with contributing to the ultimate goal of achieving zero traffic fatalities and zero traffic accidents, Toyota has implemented automobile safety measures as one of its top priority management concerns. In late May this year, Toyota had launched a new installment under the company's corporate communication campaign, "WHAT WOWS YOU.", which is led by its vision of creating the "Wow (moving experiences and affinity)" factor for people around the world. Traffic Safety is one of the themes within this campaign, alongside sports and technology.
Over the years, Toyota has been conducting activities which have been designed to educate the general public on traffic safety, as part of its efforts to create awareness on automobile safety. These include, conducting safe driving workshops to emphasize on the importance of safe driving, as well as traffic safety school events which are aimed at young children and their guardians.
Termed the City Firefly Project, this name for this year's campaign has been derived from Toyota's desire to brighten dark streets in order to prevent accidents from occurring. The project will consist of measures to ensure pedestrian safety particularly in the evening and at night, where incidences of accidents are relatively higher. These measures include, the promotion of the use of high-beam headlights when driving(2), which helps to illuminate more distant areas in comparison with the use of low beam headlights. This has the effect of helping to widen the driver's field of vision. Another measure is to encourage pedestrians to wear gear that is made of reflective materials, which will help drivers to identify them easily. Unique mascots (as shown below) will be used on the new website, and will be printed on fliers, reflective materials, and pamphlets which are used to raise awareness, that will also be distributed by dealers. These will hopefully promote these measures to a wider audience, so that they become altogether effective.
Furthermore, for thirteen consecutive years, Aichi Prefecture has had the highest rate of traffic fatalities in Japan. As such, ten Nagoya-based media companies3 have come together to work towards the goal of making the prefecture's roads safer, under the banner of the "AICHI: No Longer the Worst" project, which had begun on August 2. Toyota supports the theme of this project, and will also be participating in it.
In addition to distributing fliers, reflective materials, and pamphlets that will help raise awareness for the City Firefly Project, Toyota will also begin airing television and radio commercials in Japan from September 7 onwards. Furthermore, Toyota will also hold events in which participants can directly experience the effectiveness of driving with high beam headlights as well as wearing gear that are made of reflective materials on aiding traffic safety. These internal and external events will be held at stadiums where Nagoya Grampus matches have been hosted at, such as the All Toyota Friendly Fiesta which have been created by Toyota and Toyota dealership employees.
Reference
Led by ten Nagoya-based media companies, the "AICHI: No Longer the Worst" project seeks to improve Aichi Prefecture's position in terms of traffic safety across Japan. The objective of the project is to generate wide-spread awareness among the residents of Aichi Prefecture that the region has the highest rate of fatal traffic accidents in Japan, and correspondingly, to improve on this status quo, the project seeks to increase the number of traffic safety activities. These activities had begun with the visit to the governor of Aichi Prefecture on August 2. Other PR activities will follow from unique media perspectives, messages from well-known individuals with ties to Aichi Prefecture, as well as activities by supporting companies, among others.
(1) Campaign will be carried out from September 21 to October 31 nationwide.
(2) Using high beam during regular driving, and switching to low-beams when there is oncoming traffic
(3) Organizer: Chunichi Shimbun, Co-hosts: CBC Television, Tokai Television Broadcasting, Nagoya Broadcasting Network, Chukyo Television Broadcasting, Aichi Television Broadcasting, CBC Radio, Tokai Radio Broadcasting, FM AICHI, ZIP-FM
Contact:Toyota Motor Corporation
Public Affairs Division
Global Communications Department
Tel: +81-3-3817-9926
Source: Toyota Motor Corporation
Sectors: Automotive, CSR
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