A case study of Toyota’s TeenDrive365 2016 campaign



topic . Toyota’s campaign


Nowadays, it is difficult to organize a successful PR campaign. Consumers are not just satisfied with simple PR campaigns, aiming to sell or promote, because the image of PR is associated with cheating and concealment. Therefore, more diversified and ethical PR campaigns are required. In last few years, Toyota has continued to run a campaign called ‘TeenDrive365’ in America, to help teenager drivers, and aimed at raising attention across the country. This study finds out how this campaign contributes to Toyota’s driving culture and the external environment in the society within PR perspectives, such as system theory and rhetorical theory.