Teen drivers have the highest crash rate of any demographic. Younger drivers are most likely to use their phones while driving or speed in high-traffic areas, and roughly half of all accidents associated with younger drivers were single-vehicle crashes. According to the National Center for Health Statistics, motor-vehicle crashes are the leading cause of death among individuals under 20.
Keeping younger drivers safe is a major concern for institutions like the National Safety Council, but some automakers have their own initiatives. Toyota, for example, had TeenDrive365, which provided a series of online videos aimed at encouraging safer driving habits. While the automaker abandoned that program after 2014, resulting in all of its content mysteriously vanishing, Toyota still seems keen on keeping young motorists on the road and out of the morgue.
However, what’s the best way to encourage responsible driving? Teens don’t like being placated, and they probably know the laws better than older drivers (as they’ve passed their written test far more recently). With this in mind, Toyota thinks humiliation may be the key. The automaker has made mortifying easily embarrassed teens the central theme of its new safety app.
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