Toyota champions road safety with new campaign in Kenya

Collaborating with CFAO Motors Kenya, the Japanese manufacturer team launched a new road safety awareness campaign during round three of the championship, which was won by GR Yaris driver Kalle Rovanperä.

The campaign, named #RoadSafety4All, amplifies the WRC’s broader efforts to advocate for safer roads. By distributing 10,000 luminous wristbands to primary schools across Kenya, it addresses a critical need for enhanced visibility, particularly for school-going children navigating busy roads at dark or low-visibility times.

The official unveiling of the project took place at Lang’ata Road Primary School and was attended by figures including Toyota team principal Jari-Matti Latvala, four-time WRC champion Juha Kankkunen and 1995 Safari winner Yoshio Fujimoto.

Latvala, who also provided service park tours for the school children, said: “For Toyota, safety is very important. We want to see that people can travel safely with the cars, but also outside of the cars.

“We have a lot of kids here that are going to school, and we want them to be safely doing their school trips every day. Every human life is important – we need to remember that.”

CFAO Motors Kenya Managing Director Arvinder Reel added: “Our goal is not only to encourage road safety learning but to inspire and create a ripple effect that extends from schools to the larger community, thereby adopting a sustainable approach through effective road safety initiatives. We envision a future where school-going children are not just road users, but responsible ones.”