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Toyota, the world’s largest carmaker launches its first Southeast Asian road safety campaign as the official automotive sponsor of Taylor Swift’s “The RED tour Presented by Cornetto”. The seven-time Grammy® Award winner and her critically-acclaimed concert tour will be making stops in Jakarta, Manila, Bangkok, Kuala Lumpur and Singapore this June.
Toyota believes that education is the basis for improving road safety. With the “Be Safety Leaders” campaign, Toyota hopes to encourage all road users—including youth—to work together for a safer road environment. As Toyota strives to create safer cars, it calls on drivers and passengers to put on their seatbelts, because the simple act of buckling up helps saves lives and reduce injuries from crashes.
This message is crucial since Toyota’s research in five Southeast Asian countries shows that only 25% of drivers and passengers wear seatbelts, and airbags work 15 times better when seat belts are worn.
To help bring this important message to the youth, Taylor Swift will help educate her fans on the importance and safety of wearing a seatbelt via a video message which will be screened at her upcoming June concerts and other online and social media platforms.
Toyota’s road safety campaign will leverage a variety of advertising formats, social media and interactive technologies across Southeast Asia. Each concert venue will feature a Toyota exhibit where fans can have the opportunity to learn more about other safety initiatives by Toyota.