allcarschannel UMW Toyota Motor recently initiated its (CSR) Corporate Social Responsibility program for pre-schoolers. The second Toyota Traffic Tots, an annual affair and part of 2006’s Road Safety program, represents one of the most important CSR activities for UMW Toyota Motor. The two concurrent Toyota CSR programs are the Eco-Youth and the Classical music Spectacular Toyota Classics.

Last weekend at the Equestrian and Country resort in the Bukit Kiara vicinity, the Toyota Traffic Tots had more kids and adults signing up for the fun-filled road safety activity. Last year, the Traffic Tots saw some 300 Traffic Tots participate in the popular road safety initiative. The Traffic Tots is supported by Smart Reader and the Malaysian Road Safety department.

The Toyota Traffic Tots educates pre-schoolers on road safety measures and general knowledge. At last Saturday’s Carnival, participating children were engaged in a series of fun-filled activities such as; a song and dance routine, a general knowledge session and a nationwide coloring contest. The nationwide coloring contest is applicable at all Smart Reader outlets, which have expanded to 294 outlets from only 10 outlets in 2012.

Mohd. Shamsor Mohd. Zain, Director of Marketing at UMW Toyota Motor, reiterated, “The Toyota Traffic Tots program serves not only to educate the little ones on road safety basics, but also to remind the parents that they need to remain vigilant with their children at this age because they are less visible to drivers due to their smaller physiques.”

“The program also serves to remind parents to be cautious at all times on matters related to road safety, especially given that there are more than 21 million vehicles on the road today,” he added. “The core message is as simple as the ABCs that children learn in preschool. UMW Toyota’s ABC, however, is more than just learning the alphabet, as they stand for ‘Always be Careful’. We hope to position Toyota as a leader in road safety awareness, leaving a heritage of children who will grow up to be exemplary citizens when it comes to road safety.”

This year, the Toyota Traffic Tots’ lessons are extended to parents, where they have to help with the worksheets and sign off to signify that they have done the homework on road safety together with their children. The Traffic Tots is expanding to a Parent-Child Pledge Competition in September to get more kids-parents’ participation.

Meanwhile, the Road Safety department stressed that previous and current road safety global campaigns like; the No-Phone Zone and the United Nations’ Decade of Action for Road Safety from 2011-2020, are just some examples to get children’s involvement in road safety matters.