Toyota Brand “Training Wheels”

We recognized from experience that it generally takes the collective bravery and support of a community to nudge its youth on to success in life. Supporting parents in their efforts to propel their children forward are many unsung grassroots organizations that too often are understaffed and/or underfunded. In this spot we visually illustrate the community-assisted journey of a Black child from his first bicycle ride without training wheels, to his onstage achievement of a proud honor as a young adult. This spot was the commencement of the comprehensive “Nudge” campaign that also included an online nominating and voting component through which multiple grassroots community organizations were awarded $10,000 micro-grants to help support their respective missions. The next element of the campaign includes launching the “After the Nudge” podcast. Watch and listen for it soon!