Toyota’s vehicular safety record isn’t sterling, but it knows a good public-relations campaign when it sees one. That’s why the company is asking its Twitter followers to post photos of themselves and their loved ones wearing seat belts with the hashtag #BuckleUpForLife.
For every photo uploaded with that hashtag, Toyota is giving the Buckle Up for Life campaign 10 car seats. The campaign, a partnership between Toyota and the Cincinnati Children’s Hospital Medical Center, “educates the entire family on critical passenger safety behaviors.”
Local Toyota dealerships are filling the hashtag with photos of their customers driving safely.
This One Direction fan even turned her adoration for “stud muffin” Harry Styles into support for safe driving.
Of course, no hashtag stays pure forever. The trolls are already starting to emerge.
Toyota’s tweets-for-car-seats campaign ends on Dec. 31, 2014.