In 2010, Toyota launched a new program with Discovery Education, a subsidiary of Discovery Communications, called Toyota Teen Driver, that aims to bring teen safe driving resources to parents, educators, schools and teens across the U.S.

The interactive website offers curriculum and lesson plans to educators. It also has a section for parents, offering them tips on coaching teen drivers, driving practice activities, and a downloadable parent/teen mutual driving agreement.

The program is further engaging with audiences through competitions for teens and educators.

When a student takes the online distracted driving challenge "Heads Up!”, they can enter to win one of ten $5,000 scholarship prizes from Toyota.

The Educator Competition asks teachers to develop a driving safety unit for their students, culminating in a public service announcement. The two prizes that will be awarded are:

• 2 Virtual Driver Interactive Simulators for their school
• Toyota Driving Expectations, Toyota’s behind the wheel teen safe driving program, for their community