Japanese auto giant Toyota is on a mission to raise greater awareness towards road safety. The brand, in fact, has announced that it will launch its international safety campaign in India. With a tagline of 'Be Safety Leaders', the campaign will be launched in November in order to advocate the importance of wearing a seatbelt.
This time around Toyota is putting more emphasis on countering the public's prevailing mindset on the usage of seatbelts. Now as we know, there are still many motorists who fail to belt up when driving. Through this campaign, Toyota is hoping to reinforce that seatbelts complement airbags and increase their effectiveness by 15 times. What's more, seatbelts reduce the risk of fatal injuries by up to 50 per cent for front seat passengers and 75 per cent for rear seat passengers.
Toyota kicked off this campaign in 2014, at a time when there were high traffic accident fatality rates and low safety awareness that were becoming prominent issues in a South-east Asian region that was undergoing rapid motorisation. In the first year Toyota aimed for greater seatbelt usage and with this 2016 initiative, the brand is gunning for more awareness towards this crucial safety feature.
Commenting on the campaign during its launch, Hiroyuki Fukui, President of Toyota Asia Pacific said, "Traffic safety is Toyota's top priority. We believe in contributing to achieving a society with zero traffic accident fatalities. Through our regional safety campaign we urge drivers and passengers to belt up to keep themselves and their families safe."