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Toyota to Conduct Spring Traffic Safety Campaign

New Characters to Mark 35th Year of Child Traffic Safety Educational Activities

Tokyo. TOYOTA MOTOR CORPORATION (TMC) announced today that in line with Japan's spring Nationwide Traffic Safety Campaign (May 11 to 20), a total of 449 companies, including vehicle dealers, parts distributors, rental/lease dealers, and logistics systems and forklift dealers will conduct the spring Toyota Traffic Safety Campaign from April 1 to May 31.
This year's campaign will focus on "ensuring the safety of children," both as pedestrians and automobile passengers. TMC will engage actively in undertakings on the following topics:

1) Traffic safety education for children and their guardians.
2) Promotion of proper use of seatbelts and child safety seats.

In order to support education on child traffic safety, TMC has donated storytelling cards and picture books dealing with traffic safety to kindergartens, nursery schools and new kindergarten and nursery school students nationwide since 1969.

This year, to commemorate the coming 35th year of these activities, TMC has created "Papin" and "Chiroru" (imaginary characters based on plants and animals) as new illustration characters and plans to switch from the picture book format to a FlapperTM (booklet with unfolding panels), which allows children to have fun while actively learning about traffic safety. TMC will also create a traffic safety classroom on the Internet where children and their guardians can learn about traffic safety from their homes.

As part of its traffic safety education activities, throughout 2003, TMC will hold Toyota Driver Communication safe driving courses at Fuji Speedway and Mega Web and Toyota Child Safety Communication courses (at sites yet determined) on proper child safety seat use.