Corporate Responsibility: Case Study - Toyota and the British Red Cross

Joe Gill

Toyota is supporting a Europe-wide campaign to teach children first aid so they can help at traffic accidents.

Car producer Toyota is the business partner for the British Red Cross's Don't be a Bystander campaign. The road safety drive is being run by the Red Cross's 24 national societies in Europe.

Toyota is providing the funds for the Red Cross to train more than 100,000 UK children and parents over three years, through 150 life-saving first aid skills and road safety courses.

Children aged nine to 13 are at the highest risk of being killed or badly injured on UK roads - more than 1,800 die or sustain serious injuries in road accidents every year. Half of all road accident deaths occur before the emergency services arrive at the scene.

However, a survey by the Children's Forum found that 60 per cent of children in that age group would not know what to do if they, or someone they are with, were to get hit by a car.

Matt Overd, head of first aid service development at the Red Cross, said that, alongside accident prevention measures, first aid was an important element in saving young lives.

Toyota marketing director Matt Harrison said: "As a major manufacturer, Toyota bears particular responsibility for road safety." He said the campaign was part of the firm's vision to cut road accident deaths to zero.

"Toyota is committed to building vehicles that are safer, both in terms of technologies that can prevent an accident happening in the first place and in the level of protection afforded to driver, passengers, pedestrians and other road users should an impact occur."

The first aid training will take place at shopping centres, schools, town centres, on beaches and in parks.

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