Royal Recognition For Toyota Road Safety Campaign
Toyota receives royal recognition for its road safety campaign, S’Cool to be Safe, announced today by HRH Prince Michael of Kent at the road safety awards ceremony in London’s Savoy Hotel.
Toyota achieved the Prince Michael Road Safety Special Award for it’s S’Cool to be Safe national child safety education campaign run in partnership with RoSPA, in recognition of it’s “outstanding contribution to road safety”.
Dr Bryan Jackson of Toyota Motor Manufacturing UK commented: “We are extremely proud and delighted to accept this special Prince Michael International Road Safety Award. It is very encouraging to see S’Cool to be Safe helping children become more aware of the risks around them, and giving them greater understanding and confidence to avoid potentially harmful situations faced in their everyday lives.”
The three year campaign developed by Toyota, in partnership with one of the world’s leading safety organisations RoSPA (Royal Society for the Prevention of Accidents) aims to encourage children to identify potential road hazards and show how they themselves can reduce or eliminate risks. S’Cool to be Safe devised and performed by Catalyst, a special theatre in education company, targets children between the ages of seven and eleven years, focusing on road safety and awareness via fun, interactive educational theatre performances.
The campaign, currently in its second year has already been delivered to over 15,000 children in primary schools across the country, with thousands more benefiting indirectly through the use of the specially produced radio drama cassettes and teacher resource packs.
With Year 1 “on the road” targeting general road safety; Year 2 “the school journey” focusing on children’s journeys to and from school; Year 3 currently in development looks to continue the road safety theme with a brand new programme reaching more children in 2001.
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