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DoSomething.org Teams Up With Sprint, Toyota, And Olivia Munn To Fight Texting And Driving Through A Unique Campaign Called Thumb Wars

Stocks in this article: TM

NEW YORK, May 29, 2013 /PRNewswire-USNewswire/ -- Summer is the most dangerous time of the year for teen drivers and passengers, with seven of the top 10 most dangerous days of the year occurring between the Memorial Day and Labor Day holiday[1] and motor vehicle crashes are the leading cause of death for U.S. teens[2]. DoSomething.org, Sprint, and Toyota have joined forces to fight distracted driving this summer through a unique campaign, returning for its third year: Thumb Wars.

(Logo:  http://photos.prnewswire.com/prnh/20130529/DC22080LOGO-a)

(Logo:  http://photos.prnewswire.com/prnh/20130529/DC22080LOGO-b)

(Logo:  http://photos.prnewswire.com/prnh/20130529/DC22080LOGO-c)

Currently, many campaigns on texting and driving rely heavily on traffic accident statistics and data to get teens to change their behavior.  DoSomething.org, Sprint and Toyota are taking a different approach with Thumb Wars – making it fun for teens to end texting and driving.

How it works: teens sign up at www.dosomething.org/thumbwars and receive two pairs of yellow anti-texting thumb socks. Teens pick a friend or loved one they know who texts and drives and share the socks with them in a surprising way. They can hide them in their glove compartment, or put them on their cat. (Yes, that has happened). They snap a pic of them and the socks, and send it back to DoSomething.org. Teens can also share important texting-and-driving stats (available on the campaign microsite) on Thumb Wars to educate their friends.

If it sounds silly, it is – and silly works. Last Year, Thumb Wars engaged over 230,000 young people in anti-texting and driving actions. In a post-campaign survey, teens who received thumb socks said they were less likely to text and drive than those who didn't and more likely to speak out on texting and driving. In addition, 62 percent of sock recipients reported that the person they shared them with changed their driving habits as a result.

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