TOYOTA (GB) PLC will be supporting the British Red Cross in a partnership over a three year period to promote their UK 'Don't be a Bystander Campaign'. Launched today, the campaign will be targeting parents and children to teach them about first aid and road safety.

The campaign aims to equip over 100,000 children of all ages and their parents with essential life-saving first aid skills and road safety knowledge with a series of 150 first aid sessions across the country. The campaign will take place at venues including shopping centres, theme parks, schools, town centres, beaches and parks. The campaign is aiming to tackle the findings by a UK wide survey conducted by the Children's Forum for Toyota and the British Red Cross.

The results found that over half (60%) of children who are currently most at risk from road traffic accidents (those aged 9-13) do not have enough knowledge of first aid to help themselves and others at the scene of a traffic accident. Over 1,800 children aged 9-13 are killed or seriously injured in road traffic accidents every year and research shows that many of these children's lives could have been saved if first aid was given at the scene before the arrival of the emergency services.

Matt Harrison, marketing director for Toyota (GB) PLC, said: "We are pleased to continue our support for the British Red Cross with this campaign to provide the training to help reduce injuries and save lives. As a major motor manufacturer Toyota bears particular responsibility towards road safety. This campaign also supports our vision which aims to reduce deaths caused by traffic accidents to zero."