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Toyota Teams up with Taylor Swift
for First ASEAN Road Safety Campaign

May 19, 2014―Toyota is launching its first Southeast Asian road safety campaign in five1 ASEAN countries 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 RED 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, so it is focusing on young people with its Be Safety Leaders road safety campaign. The campaign emphasizes that creating a safer road environment requires a concerted effort by all road users including drivers, pedestrians and others in embracing road safety as a way of life. While Toyota constantly strives to create safer cars, it also encourages drivers and passengers to put on their seatbelts, as the simple act of buckling up helps save lives and reduce injuries from crashes.

This message is crucial: Toyota’s research in five Southeast Asian countries shows that only 25 percent2 of drivers and passengers wear seat belts, and that airbags work 153 times better when seat belts are worn.

To help bring this important message to young people, Taylor Swift will help educate her fans on the importance and safety of wearing a seat belt via a video message which will be screened at her upcoming June concerts and via 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 will have the opportunity to learn more about other safety initiatives by Toyota.

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