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New Safety Initiative Leverages the Power of Dealers

Published January 25, 2019


Sheryll Poe, Profile Picture, 175x175

Sheryll Poe


More than 37,000 people died in motor vehicle crashes in 2017. A new nation-wide awareness initiative launched at NADA Show 2019 seeks to tap into the franchised dealer network to change that.

The “So Let’s Do This” initiative is organized by the National Foundation for Teen Safe Driving (NFTSD) and was unveiled during a press conference on the second day of NADA Show.

Throughout the year, NFTSD will provide participating dealers with targeted campaigns, messaging, and digital assets to include in their marketing and customer communications materials, as well as instruction and guidance on how to amplify the message. The quarterly campaigns will focus on a critical safety issues, such as driver, passenger and pedestrian safety, speeding, seatbelt usage -- each with examples of calls to action that consumers and supporters can undertake to help reduce the number of driving and traffic related fatalities.

“Dealers take great pride in the contributions they make in their local communities; however, most consumers are unaware of their community activity,” said Roy Bavaro, NFTSD executive director. “So Let's Do This is a unified call to action that will amplify dealer voices and broadcast their support of important safety initiatives locally and nation-wide.”

In exchange for helping raise awareness, NFTSD is offering participating dealers a chance to receive free, co-branded outdoor advertising. Dealers will only have to pay printing costs. Bavaro said the group hopes 1,000 dealers will sign on to support the effort and help establish a distribution channel.

“NADA has long supported smart, engaging and forward-thinking safety initiatives, and this program reflects those concepts," said Peter Welch, NADA President and CEO. “National Foundation for Teen Safe Driving should be commended for working to get even more franchised dealers involved in promoting safety within their own communities.”

To learn more about this important initiative and to add your name to the list of dealers and industry partners committed to preventing traffic related tragedies, go to or stop by the Dealers Driving Road Safety exhibit (booth #1025S) at the 2019 NADA Expo in San Francisco.