'Multimedia News Release' - Positive Peer Pressure: Teen Ads Urge Other Teens to Buckle Up, Live - Student -Produced TV Spots to Debut Nationally During MTV'S 'Total Request Live'

'TRL' Viewers to Select Winning Ad From National Contest Finalists

AUBURN HILLS, Mich., Sept. 8 -- Using the power of peer pressure, teenagers will try to accomplish what adults cannot: convince teens to wear safety belts and reverse a tragic trend that sees 5,000 young people die in car crashes every year.

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As part of a contest in eight major U.S. cities, high school students from across the nation were challenged to create and produce 30-second television public service announcements (PSAs) to convince their peers to buckle up. The task was daunting-as teens are four times less likely to wear safety belts when driving or riding in a car.

Three finalists were selected from hundreds of contest entries, and viewers of MTV's Total Request Live (TRL) will be the first in the country to view and vote on the winning television PSA. Viewers of the Monday, September 8 TRL broadcast, which airs at 1 p.m. and 4 p.m. EDT on MTV, will be asked to vote online (www.vw.com) for the most compelling ad online. The television spots were produced as part of Fasten Your Seat Belt...Go Far!, a national safety belt educational program and contest, created by Volkswagen of America, Inc. and children's educational and book publishing leader, Scholastic.

The PSA selected by TRL's viewers will subsequently be announced during the Friday, October 3 TRL broadcast. Actress Mila Kunis, who portrays Jackie Burkhart on That 70's Show, airing on Fox, will introduce the video finalists during the September telecast as well as announce the winner during the later October broadcast.

"We believe the most effective messenger for a teenager is another teenager," said Frank Maguire, vice president of sales and marketing for Volkswagen of America, Inc. "The statistics of teenagers involved in fatal car crashes is shocking. It is a national health problem that could be alleviated if teens thought it was hip, and actually important to their health and safety, to wear a seat belt. That is the primary purpose of this project."

The power of peer pressure was underscored by the findings of an informal survey of high school students participating in the seat belt safety curriculum, conducted by Volkswagen. "Uncool" was the primary reason given by teens for not buckling up more often. Responses of "uncomfortable" and "unnecessary," the latter referring to short trips or drives close to home, were also prominent.

The three finale PSAs were produced by: Erin Cosens from Henry Ford II High School in Sterling Heights, Mich., Nathan Sage of Adrian C. Wilcox High School in Santa Clara, Calif., and Sarah Watson of Decatur High School in Decatur, Ga.

The trio of student finalists will each receive a $1,500 U.S. savings bond and a digital video camera. The finalist selected as the grand prize winner will be awarded a $10,000 savings bond; the second- and third-place winners receive $5,000 and $2,500 savings bonds, respectively.

The teachers of the finalists -- Joe Elliott (Sterling Heights), Joan Owen (Santa Clara) and Jon Reese (Decatur) -- win a seven-day educational trip to Europe courtesy of Volkswagen, a classroom set of Scholastic communication and writing skills books, and up to $250 in Scholastic gift certificates. All three finalists' schools receive $5,000 worth of audiovisual equipment provided by Volkswagen.

The commitment from Volkswagen to high schools is a fitting initiative. In a 2002 survey of 3,300 teens conducted by CNW Marketing, Volkswagen was rated as having the best youth image among all automakers.

"Volkswagen is a very popular brand with teenagers, and we wanted to use our connection with them to help create awareness and, ultimately, help save lives," said Maguire. "Volkswagen is also known for its creative advertising through the years. These new ads showcase the creative vision of our next generation, and the message will be one of the most important we will ever broadcast."

The National Highway Traffic Safety Administration reports that safety belts save over 11,000 lives a year. Through Fasten Your Seat Belt ... Go Far!, Volkswagen and Scholastic hope to significantly add to those positive numbers while educating teens on driving safety.

Founded in 1955, Volkswagen of America, Inc. is headquartered in Auburn Hills, Michigan. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany. Volkswagen is one of the world's largest producers of passenger cars and Europe's largest automaker. Volkswagen of America and its affiliates employ approximately 3,000 people in the United States and are responsible for the sale and service of Audi, Bentley, Lamborghini and Volkswagen products through retail networks comprising approximately 800 independent U.S. dealers.

Scholastic Corporation (NMS: SCHL) is the world's largest publisher and distributor of children's books. Scholastic creates quality educational and entertaining materials and products for use in school and at home, including children's books, textbooks, magazines, technology-based products, teacher materials, television programming, videos and toys. The company distributes its products and services through a variety of channels, including proprietary school-based book clubs, school-based book fairs, school-based and direct-to- home continuity programs; retail stores, schools, libraries and television networks; and the company's Web site, www.scholastic.com.

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