Teen Vogue and Toyota Partner on Safe Driving Campaign To Help Educate and Empower Teenage Girls

  Teen Vogue and Toyota Partner on Safe Driving Campaign To Help Educate and
                            Empower Teenage Girls

New Research Shows Texting While Driving and Other Distractions Are
Commonplace Among Teen Girls

PR Newswire

NEW YORK, April 4, 2013

NEW YORK, April 4, 2013 /PRNewswire/ --In conjunction with Distracted Driving
Awareness Month in April, Teen Vogue and Toyota announced today "Arrive in
Style," a safe driving campaign to raise awareness of the dangers of
distracted driving among teenage girls and inspire them to make a mutual
commitment with their mothers to drive safely.

While cars today are safer than ever, automobile crashes are the leading cause
of death for teenagers. In 2010 seven teens between the ages of 16 and 19 died
every day on average from motor vehicle injuries^.[1]

"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."

"Teen Vogue really shares our commitment to help keep teens safe, and with
their reach and readership they've been a great partner to help amplify our
longstanding efforts to empower teen girls to be safer drivers," said Marjorie
Schussel, Corporate Manager of Corporate Marketing for Toyota Motor North
America (TMA). "We also are excited to involve moms since our approach to
teen safety has always included outreach to parents as well."

The "Arrive in Style" campaign – developed in partnership by Teen Vogue,
Toyota Motor North America and their ad agency of record, Dentsu America –
launches this week and includes print, digital and social media elements that
will run through February 2014. Kicking off with the May print edition of Teen
Vogue, which hits stands this week, monthly advertorials will feature helpful
tips and advice from Toyota on different safe driving topics. The campaign
will also include stories and online videos of Teen Vogue readers and their
mothers about their commitment to driving safely, underscoring the special
roles that mothers and daughters play in inspiring each other.

Extending into digital, the campaign will drive Teen Vogue's audience to the
"Arrive in Style" online hub, teenvogue.com/arriveinstyle. The site will
feature 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.

Study Reveals Distracted Driving Is Pervasive Among Teen Girls

"Arrive in Style's" unique approach of involving mothers is based, in part, on
the recent study by Toyota and the University of Michigan Transportation
Research Institute (UMTRI), which found a significant correlation between teen
and parent driving behaviors, suggesting that parents are a major influence on
a teen's driving habits.

"We know from our Study with the University of Michigan Transportation
Research Institute that parents who engage in distracting driving behaviors
more frequently have teens who engage in distracting behaviors," said Dr. Tina
Sayer, Toyota Collaborative Safety Research Center (CSRC) Principal Engineer
and teen safe driving expert. "It is critical for parents to talk to their
teens about driving safety and to always be the drivers they want their teens
to be."

In conjunction with the launch of "Arrive in Style", Toyota released new
findings from the Study regarding driving behaviors of teen girls:

  oSixty-two percent of teen girls report using a cell phone while driving
    (handheld and/or hands-free).
  oNearly one in three girl teens (30 percent) reads a text or email once or
    more every time they drive.
  oAlmost a quarter of girl teens (23 percent) respond to a text once or more
    every time they drive.
  oAlmost one in five (19 percent) of teen girl drivers report that they have
    extended conversations via text message while driving.
  oMore than half (51 percent) of girls say they search for music on a
    portable music player, such as an iPod, while driving.
  oTwelve percent of girls report that they update or check social media,
    such as Facebook or Twitter, while driving.
  oSeventy percent of teen girl drivers report they drive with two or three
    teen passengers and no adults in their car, which is associated with a
    doubling of a driver's risk of being killed in a crash, as compared to
    having no passengers. ^ [2]

For additional findings from the Study, please visit www.toyota.com/csrc.

"Arrive In Style" is the latest initiative from Toyota that is designed to
help keep teens safe on the road. Toyota Driving Expectations
(www.toyotadrivingexpectations.com) provides hands-on, real world defensive
driving courses that go far beyond what is taught in standard driver education
courses, while Toyota Teen Driver (toyotateendriver.com) offers free online
teen safety resources to parents, teens, educators and schools. The Toyota
Collaborative Safety Research Center (www.toyota.com/csrc) works with leading
North American Universities, hospitals, research institutions and agencies on
research designed to better understand teen drivers' risks and behaviors and
identify effective recommendations to help keep them safe.

About Teen Vogue


Teen Vogue, a Conde Nast publication, a division of Advance Publications,
which operates in 25 countries, is the number one source of fashion and beauty
news for style-conscious teens and 20-somethings everywhere. In the United
States, Conde Nast publishes 18 consumer magazines, two trade publications,
and 27 websites that garner international acclaim and unparalleled consumer
engagement. The Teen Vogue brand brings the sophistication and authority of
Vogue to a new generation of savvy young women who desire to be on the cutting
edge of fashion, beauty, and culture. Launched in February 2003, Teen Vogue
publishes ten issues a year and has a circulation of more than one million
readers.

About Toyota

Toyota established operations in North America in 1957 and currently operates
14 manufacturing plants. There are more than 1,800 Toyota, Lexus and Scion
dealerships in North America which sold over 2.3 million vehicles in 2012.
Toyota directly employs nearly 39,000 people in North America and its
investment here is currently valued at more than $24.5 billion, including
sales and manufacturing operations, research and development, financial
services and design. Toyota's annual purchasing of parts, materials, goods and
services from North American suppliers totals nearly $30 billion.

For more information about Toyota, visit www.toyota.com or
www.toyotanewsroom.com.

About the UMTRI/Toyota Teen Driver Distraction Study

American Directions conducted the national telephone survey of 2,710 newly
licensed drivers between the ages of 16 and 18 (1,248 - girls and 1,462 –
boys) as well as 2,934 parents of drivers in this age group from August
through September, 2012.

[1] The Centers for Disease Control and Prevention, Web-based Injury
Statistics Query and Reporting System, Sept 28, 2012

[2] AAA Foundation for Traffic Safety, "Teen Driver Risk in Relation to Age
and Number of Passengers" May 2012

Press Contacts:
Erin Kaplan               Zoe Zeigler
Teen Vogue                Toyota
212-286-2479              212-715-7492
Erin_Kaplan@condenast.com Zoe_Zeigler@toyota.com

SOURCE Teen Vogue

Website: http://www.teenvogue.com