#Japan #Traffic Safety #Shibuya #Toyota Mobility Foundation #Child Awareness

Enhancing Children's Traffic Safety through Awareness Campaigns

The Toyota Mobility Foundation (TMF), led by Chairman Akio Toyoda, is launching a significant initiative aimed at raising awareness about child pedestrian safety through its new section of the Tate-shina Conference. This campaign is vital as statistics reveal that the majority of pedestrian accident victims are children around the age of seven, highlighting the urgent need for societal awareness and action.

Objectives of the Initiative

The primary goal of this initiative is to educate the public about the alarming fact that children, especially those aged seven, are the most vulnerable to traffic accidents. By doing so, TMF aims not only to raise awareness but also to encourage changes in behavior among adults and caregivers responsible for children. It is crucial to create a safer environment for children while they navigate their surroundings.

The Awareness Campaign Video

Starting from November 1, 2025, TMF will screen an awareness-raising video titled "Today, Let's Say 'Welcome Home' Again" at the Shibuya 109 Forum Vision. This video aims to engage the public in a dialogue about pedestrian safety for children, with the intention of sparking conversations that lead to greater awareness.

Location of the Screenings:

• - Place: MAGNET by SHIBUYA 109, in front of JR Shibuya Station, Hachiko Exit

The Tate-shina Conference

The Tate-shina Conference serves as an annual gathering where executives and stakeholders from the automotive industry come together to focus on traffic safety. During the Summer Festival at the Tateshina Mountain Seiko-ji temple, discussions and collaborative efforts are aimed at reducing traffic fatalities. In 2023, five actionable subcommittees were established within the conference, with the new section on raising awareness among children being one of the most pivotal.

Collaborating Organizations

The collaborative nature of TMF’s initiative is evident in their partnerships with numerous companies and organizations that share the same vision of enhancing child traffic safety. These include:

• - Bridgestone Cycle Co., Ltd.
• - Toyota Motor Corporation
• - Toyota Gosei Co., Ltd.
• - Toyota Tsusho Corporation
• - Toyota City Traffic Research Institute (Public Interest Incorporated Foundation)

Community Impact and Stakeholder Engagement

Since its establishment in August 2014, TMF has prioritized contributing to a richer societal framework through mobility. The foundation's efforts not only address mobility challenges but also support various projects aimed at creating a safer world for everyone.

As part of their commitment, TMF conducts awareness surveys regarding traffic safety among parents, discovering that only about 40% of respondents recognize that children aged seven are the most affected by pedestrian accidents. This data signals a need for increased educational efforts regarding child pedestrian safety.

Conclusion

The efforts of the Toyota Mobility Foundation and participating organizations signify a critical step towards changing perceptions and behaviors surrounding traffic safety for children. With ongoing campaigns and renewed focus, TMF aspires to create a safer environment where children can safely travel and be welcomed back home each day.

As a reminder, we kindly ask those passing by the screening area to refrain from any activities that might obstruct the viewing experiences of others. Additionally, please avoid direct inquiries to the building owners or facilities regarding the installations.