Toyota Motor Corporation will conduct its annual autumn traffic safety campaign from September 21 to October 31 to coincide with the Japanese government's autumn nationwide campaign, which runs from September 21 to 30.

A total of 417 companies around Japan including vehicle dealers, forklift dealers, logistics systems companies, parts distributors, and vehicle rental/lease stores will participate in the Toyota campaign. Toyota has conducted traffic safety campaigns every spring and autumn since 1969.

This year's autumn campaign will focus on traffic safety in the twilight hours, advising drivers to turn on their headlights in the early evening when sunlight levels begin to decline, and advising pedestrians to wear reflective material. Approximately 870,000 educational flyers will be distributed at vehicle dealers and other locations nationwide.

According to Japanese National Police Agency statistics there were 4,278 fatal traffic accidents in 2013, with a 24 percent higher probability of them occurring during the twilight hours (from 4:00 pm to 8:00 pm) than at other times. There were 4,373 traffic fatalities in 2013, with pedestrians accounting for 36 percent of these ― more than any other group ―and there were more than twice as many pedestrian fatalities at night than during the day.

Toyota believes that alerting drivers to the presence of pedestrians as quickly as possible, in addition to warning pedestrians of the presence of cars, is an effective way to help prevent accidents during twilight hours and at night.