Honda Launches Safe Driving Campaign Aimed at Millennials (VIDEO)

Apr 15, 2014 03:44 PM EDT | Jordan Ecarma

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Honda has kicked off a new safety campaign to discourage all drivers and especially young people from texting while driving.

Called "Thumbs Up," the campaign uses colorful emoticons to get the message across, Edmunds.com reported.

The initiative will draw attention to the dangers of texting while driving during the month of April, which is national Distracted Driving Awareness Month.

According to the National Highway Traffic Safety Administration, around 3,328 people were killed and an estimated 421,000 were injured in accidents related to distracted driving in 2012.

Drivers are twice as likely to crash if they are texting at the wheel, said the Honda safety initiative.

"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," Jeff Conrad, Honda division senior vice president and general manager, said in a statement on Tuesday, as quoted by Edmunds.

"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."

The carmaker will be furthering the campaign through www.safety.honda.com as well as social media and YouTube content, Honda said in a press release. Images, GIFs and downloadable mobile wallpaper and banners will also promote safe driving.

Honda is also encouraging distraction-free driving with a Hispanic-focused campaign called "Hands on the Wheel," which will be promoted through two videos, "World's Fastest Texter" and "Mom." Both clips use a cross-generational message to encourage safe driving, said the news release.

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