Media

• Honda "#ThumbsUp" campaign uses emoticons to stress importance of not texting while driving
• Social media campaign targets broad audience of English- and Spanish-speaking youth with videos, GIFs and downloadable mobile wallpaper

Honda is initiating a new social media program aligned with April's Distracted Driving Awareness Month to call attention to the dangers of texting while driving. In support of this first-ever National Highway Traffic Safety Administration (NHTSA) initiative, Honda is launching the "Thumbs Up" (#ThumbsUp) social media campaign to reach young drivers by utilizing the emoticons that are essential to millennial texting, along with a video that illustrates the importance of safe driving.

Honda also is launching a Hispanic-focused "Hands on the Wheel" campaign with two videos, "World's Fastest Texter" and "Mom," which expound on safe driving with a cross-generational message.

"Honda's "Thumbs Up" campaign is designed to resonate with a diverse group of younger drivers to raise awareness of the perils of texting while driving," said Jeff Conrad, Honda division senior vice president and general manager. "Honda is deeply concerned about the safety of all of our customers and we remain committed to enhancing the safety for all of those on the road."

In order to effectively reach millennial drivers, the Honda campaign brings to life emoticons, the must-have characters in any millennial text. Integrated still images and GIFs will be used on Honda social platforms providing information about distracted driving and tips on ways to stay focused while driving. Corresponding downloadable mobile wallpaper and banners will help remind drivers not to text and drive.

Communications efforts aimed at Hispanic drivers include videos, online banners, branded giveaways in both Spanish and English and an experiential component that launched at the Long Beach Grand Prix race on April 13. Verizon IndyCar Series® driver Carlos Muñoz, from the Honda-sponsored Andretti team, made a special appearance at Honda's Fan Village booth during the Long Beach Grand Prix race weekend to talk about the importance of not texting and driving.

The "Thumbs Up" (#ThumbsUp) campaign, including Hispanic media efforts, will live on safety.honda.com, as well as on Honda's YouTube, Facebook, Twitter and @HondaLatino, Tumblr, Google+, LinkedIn and Instagram accounts. YouTube, Facebook and Twitter content will be promoted through April.

Honda Safety Leadership
Honda has a long history of leadership in the development and application of advanced technologies and designs meant to enhance the safety of all road users, including automobile occupants, motorcycle riders, and pedestrians. The company operates two of the world's most sophisticated crash test facilities and is responsible for numerous pioneering efforts in the areas of crashworthiness, airbag technology, collision compatibility and pedestrian safety. As of April 8, 2014, American Honda leads the industry for 2014 in third party crash test ratings with more models rated TOP SAFETY PICK and TOP SAFETY PICK+ by the Insurance Institute for Highway Safety (IIHS) than any other manufacturer.

About Honda
Honda offers a complete lineup of cars and trucks through a network of more than 1,000 dealerships in the United States. In 2013, Honda marked 40 years of the Civic model, with more than 30 years of producing automobiles in the region, which began with the Accord in Marysville, Ohio, in November 1982. Having produced more than 25 million vehicles in North America, including 20 million in the United States through 2014 using domestic and globally sourced parts, Honda currently operates 15 major manufacturing facilities in North America, producing a wide range of Honda automobiles, all-terrain vehicles, power equipment products, engines and transmissions.

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