Japanese automotive manufacturer has collaborated with digital interactive production company Hakuhodo i-studio and Yamasaki Lab of The University of Tokyo to develop a mobile app that encourages both drivers and passengers to belt up, as part of its annual regional campaign to promote road safety in Asia.
According to a research in five Southeast Asian countries by Toyota, only a quarter of drivers and passengers bother to wear seat belts. Additionally, a separate research revealed that airbags work 15 times better when seatbelts are worn.
Called Seat Selfie, the mobile app can identify if the user is wearing a seatbelt by simply scanning a selfie taken by the app. It then nudges the user to buckle up should it fail to detect a fastened seatbelt.
Upon detecting the correct use of seatbelt, it will prompt the user to share the selfie on his or her social media platforms such as Facebook, Twitter, Instagram, WhatsApp and Line, to help spread the message of safety behaviour.
With this campaign, Toyota hopes that it will be able to invoke a sense of ownership and accountability in drivers and passengers of their own safety.
"Everyone has the responsibility to ensure safety, for themselves and their loved ones. When there is a sense of responsibility, there is more strength and conviction in the action," said Hao Tien, Senior Vice President, Toyota Motor Asia Pacific Pte Ltd. "Belting up is such a simple and easy action but it can save lives and reduce injuries from collision. A safer road environment can be achieved if everyone does their part to keep themselves safe and look out for other road users."
This year, Toyota has expanded the campaign reach to include five additional countries - Brunei, Cambodia, India, Myanmar and Pakistan - on top of last year's Indonesia, Malaysia, Philippines and Vietnam.
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