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MADD, Toyota Announce New 'Game On' Elementary School Assembly Show During Brain Awareness Week


March 2007
 Filed under: TOYOTA CORPORATE Car News | TOYOTA CORPORATE Headlines
DALLAS, March 12 /PRNewswire/ -- As Brain Awareness Week gets underway, Mothers Against Drunk Driving (MADD) and Toyota announce a new elementary school multimedia assembly show, Game On, that helps young children keep their brains and bodies safe by avoiding alcohol before the age of 21, buckling up, wearing a helmet and talking to trusted adults if they feel unsafe. Toyota is the National Presenting Sponsor of Game On and the National Transportation Sponsor for all of MADD's school assembly shows, including the secondary show, Take Two.

"Game On reminds young children that unlike in video games, there is only one chance in life to play it safe and to be healthy," said Glynn Birch, MADD national president. "In a little more than half an hour, Game On tackles serious issues for young children with cool interviews, music and movies that keep things fresh and interesting for young audiences."
According to researchers, the brain does not finish developing until a person is at least in his or her early 20s. One of the last regions of the brain to mature is intimately involved with the ability to plan and make complex judgments. Drinking before 21, the legal drinking age in all 50 states, can have a negative impact on brain development. Additionally, of the 414 children 0 to 14 years old who were killed in alcohol-related crashes during 2005, more than half (224) of those killed were passengers in vehicles with drivers who had been drinking.

Jo Cooper, Toyota's group vice president, said, "We are so proud to join MADD in communities around the country to bring this compelling program to young audiences. It is our shared responsibility to provide children the tools to make good choices. MADD and Toyota are working to be a resource for parents and teens by helping to provide safety messages to children." In addition, Toyota provides free, hands-on safety defensive driving programs for parents and newly licensed teenagers called Toyota Driving Expectations in selected U.S. cities.

Game On features Sparky Dean, safety education trooper with the Texas Department of Public Safety, whose experience talking to children shines through in the feature. He shows kids how to turn their heads to check as far as each shoulder when looking both ways at a street crossing, where to sit in a vehicle and the importance of wearing a safety belt. Dr. Tony Herring, chief of staff at Texas Scottish Rite Hospital for Children, wears a helmet throughout the show and tells the audience how to protect their brains by eating certain foods, avoiding alcohol consumption and wearing a helmet when riding a bike, skateboard or scooter. Skateboarder Jon Comer from Fort Worth, Texas, tells students about how he was hit by a car when he was little and did not let those challenges keep him down. He uses a prosthetic leg and foot as a professional skateboarder and competes nationwide. To order a show, please call 1-800-438-6233 ext. 4504 or visit http://www.schoolassembly.org/ . MADD's multimedia resources are distributed to more than 2,000 schools across the country, reaching nearly 1.5 million teens throughout the school year. http://www.madd.org/ , http://www.toyota.com/

Source: Mothers Against Drunk Driving; Toyota

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