Cincinnati Children’s and Toyota select Edelman to lead PR for ‘Abróchate a la Vida’ program.

Edelman announced it has been selected as the public relations agency of record by Cincinnati Children’s Hospital Medical Center and Toyota to lead its nationwide “Buckle Up for Life” – or “Abróchate a la Vida” in Spanish -national program, the only one of its kind.

Edelman will provide strategic counsel, develop and implement national public relations programs including consumer marketing, social advocacy, traditional media outreach and innovative social media campaigns to raise awareness across all consumers segments, policymakers and community leaders; as well as positioning Cincinnati Children’s and Toyota as leaders in the area of childhood passenger safety.

“We are truly honored and privileged to be part of such a historical movement,” said Sonia Sroka, executive vice president and group head of Edelman multicultural. “We are thrilled for the opportunity to humanize stories and elevate the conversation around car passenger safety beyond multicultural audiences, help save lives and educate communities throughout the United States about this critical issue.”

The account will be led by Edelman’s multicultural marketing team in New York, with integrated support by Edelman’s health/wellness group in New York and its corporate affairs group in Washington, D.C.