Teen Creates His Own TV Ad Stressing Teenage Seat Belt Safety and
Wins National Contest
Wins a $10,000 U.S. Savings Bond from Volkswagen of America, Inc.

AUBURN HILLS, Mich., Nov. 29 /PRNewswire/ -- Daniel Zhao, a 2005 graduate
of Glen A. Wilson High School in Hacienda Heights, Calif., is accomplishing
what high-priced Madison Avenue ad agencies may find too daunting: convincing
teens to save their own lives by reversing a tragic trend that sees nearly
5,500 young people die in car crashes every year(1), most of whom could be
saved by the use of safety belts.
As part of a contest sponsored by Volkswagen of America, Inc., high school
students from across the nation were challenged to create and produce 30-
second television public service announcements (PSAs) to convince their peers
to buckle up. Zhao's PSA was chosen by a national Web vote as the overall
winner from what started as hundreds of contest entries. Zhao was announced
as the winner during yesterday's Daily Download on Fuse-TV.
Playing off the saying "Life flashes before your eyes," Zhao's short film
reminds drivers of all they have to lose if they fail to buckle up, through a
series of flashbacks, as a young driver travels down a dark, slick street.
"Daniel's film is particularly compelling because he knows what other
teens would miss if their lives were ended tragically short," said Steve
Keyes, director of corporate communications, Volkswagen of America, Inc.
As one of three finalists, Zhao's PSA aired nationally on Fuse-TV's Daily
Download on Friday, November 18. Viewers voted for the most compelling ad at
http://www.vw.com/seatbelt until November 25.
Volkswagen and Scholastic worked together for the third consecutive year
to produce and distribute curriculum kits to some 14,000 teachers in 20 major
U.S. cities. The kits provided teachers with the tools needed to create
informative lessons for their students who were then asked to create the TV
public service announcements. The goal is to use positive peer pressure, a
proven persuader, to convince teens to buckle up.
The power of peer pressure was underscored by the findings of an informal
2003 survey of high school students participating in the seat belt safety
curriculum, conducted by Volkswagen. "Uncool" was the primary reason given by
teens for not buckling up more often.
The National Highway Traffic Safety Administration (NHTSA) reports that
safety belts save over 11,000 lives a year. Through Fasten Your Seat Belt ...
Go Far!, Volkswagen hopes to significantly add to this number while educating
teens on driving safety.
The commitment from Volkswagen to high schools is a fitting initiative.
In a 2002 survey of 3,300 teens conducted by CNW Marketing, Volkswagen was
rated as having the best youth image among all automakers.
"Volkswagen is a very popular brand with teenagers, and we wanted to use
our connection with them to help create awareness and, ultimately, help save
lives," said Keyes.
The U.S. Department of Transportation (U.S. DOT) recently released new
data showing 2003 as having the lowest fatality rate in 30 years. U.S. DOT
Secretary Mineta pointed to efforts by NHTSA and other organizations, such as
Volkswagen and Scholastic, that encourage safety belt use. Still, there is
much to be done: 56 percent of those killed in auto crashes are not wearing
safety belts. Even more alarming is that auto crashes are the number one
killer of teenagers in this country -- and two-thirds of those are not wearing
seat belts at the time of the crash.(2)
The two other finalist ads were produced by Jessica Reynolds, Carson
Valley Middle School in Gardnerville, Nev., and Kimberly Pang, Clements High
School, Sugar Land, Texas.
The trio of student finalists will each receive a digital video camera.
As the grand prizewinner, Zhao will be awarded a $10,000 savings bond.
Second-place winner Jessica Reynolds will receive a $3,000 savings bond, and
third-place winner Kimberly Pang will receive a $1,500 savings bond. Teachers
of the three finalists will receive a $3,000 Apple G5 computer with flat
screen monitor and Final Cut Pro Express software for classroom use and a $100
Scholastic gift certificate.
Scholastic Corporation is the world's largest publisher and distributor of
children's books. Scholastic creates quality educational and entertaining
materials and products for use in school and at home, including children's
books, textbooks, magazines, technology-based products, teacher materials,
television programming, videos and toys. The company distributes its products
and services through a variety of channels, including proprietary school-based
book clubs, school-based book fairs, school-based and direct-to-home
continuity programs; retail stores, schools, libraries and television
networks; and the company's Web site, http://www.scholastic.com .
Founded in 1955, Volkswagen of America, Inc. is headquartered in Auburn
Hills, Michigan. It is a subsidiary of Volkswagen AG, headquartered in
Wolfsburg, Germany. Volkswagen is one of the world's largest producers of
passenger cars and Europe's largest automaker. Volkswagen of America and its
affiliates employ approximately 3,000 people in the United States and are
responsible for the sale and service of Audi, Bentley, Lamborghini and
Volkswagen products through retail networks comprising approximately 800
independent U.S. dealers.

(1) According to NHTSA
(2) According to U.S. DOT




SOURCE Volkswagen of America, Inc.
Web Site: http://www.vw.com/seatbelt http://www.scholastic.com
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