Toyota to Conduct Spring Traffic Safety Campaign

Tokyo � TOYOTA MOTOR CORPORATION (TMC) announced today, along with a total of 429 companies, including vehicle dealers, logistics systems and forklift dealers, parts distributors and rental/lease dealers, it will conduct the spring Toyota Traffic Safety Campaign from April 1 to May 31, in response to Japan's spring Nationwide Traffic Safety Campaign (which runs from May 11 to 20).

This year, TMC will focus on the following topics:
1) Preventing accidents involving children running out into street
2) Traffic safety for the elderly

Specifically, TMC will donate 2.65 million traffic safety picture books to children entering kindergartens and nursery schools nationwide, as well as 47,000 traffic safety picture-story shows to kindergartens, nursery schools, libraries and children's facilities throughout the country. In addition, TMC has designed special leaflets to raise the awareness of both children and vehicle drivers regarding this year's campaign themes. These leaflets will be distributed via vehicle dealers, parts distributors and rental/lease dealers nationwide.

This year marks the 39th year that TMC has been involved in these activities, which began in 1969, and to date the company has donated a total of some 115.9 million picture books and around 1.15 million traffic safety picture-story shows.

Details of this spring's Toyota Traffic Safety Campaign

1)	Donation of traffic safety educational materials

Cuccu-doodle-doo's* traffic safety picture book:
"Playing Soccer Together"
Content: Highlights the dangers of running out into the street.
Recipients: New students at kindergartens and nursery schools nationwide and their guardians
Donation route: Via vehicle dealers nationwide
Number of copies: Approximately 2.65 million

Cuccu-doodle-doo's traffic safety picture-story show:
"Becoming a Mother Chicken"
Content: Highlights how to avoid the danger of running out into public roadways
Recipients: Kindergartens and nursery schools, libraries, and children's facilities nationwide
Donation route: Via vehicle dealers nationwide (distributed directly by Toyota at libraries and children's facilities)
Number of copies: Approximately 47,000

2)	Distribution of educational leaflets

Content: Highlights how to prevent children from running out into street and to protect elderly pedestrians
Recipients: Children and vehicle drivers
Distribution method: Distributed to customers at vehicle dealers, parts distributors and rental/lease dealers nationwide
Number of copies: Approximately 730,000

3)	Display of educational posters

Content: "Consideration of Each Person Leads to Traffic Safety"
Recipients: Vehicle drivers and the general public
Display locations: Vehicle dealers, parts distributors, rental/lease dealers and logistics systems and forklift dealers nationwide (approximately 7,400 locations)

* A mascot based on a chicken character developed by the Toyota Chubu Nippon Driver School, Toyota Nagoya Education Center.

Between May 1 and 7, posters will be displayed at JR Nagoya Station to broadly highlight the importance of traffic safety.