Quebec Radio Spot Developed to Increase
Motorist Safety Around School Buses

MONTREAL - In an effort to curb illegal drive-bys, a radio spot on Quebec radio stations airing this month reminds drivers to exhibit extreme caution around school buses as part of a provincial-wide safety campaign.

Jan. 31 through Feb. 11 marks the 17 th edition of the Association du Transport Ecolier du Quebec (ATEQ) School Bus Transportation Safety Campaign, featuring the theme "Keep your eyes open, for safety's sake!" A radio ad will run on approximately 30 AM and FM radio stations, between the weekday hours of 6 a.m. and 10 p.m. and 3 p.m. and 5 p.m. starting Feb. 3.

For the 2002-2003 school year, ATEQ reported nearly 8,000 contracted school buses operating on Quebec roads transporting about 586,000 children daily, about 60 percent of the total student population.

Insurance company AXA, the main sponsor of the public service announcement, says it hopes that drivers will be reminded to remain alert at all times, especially when passing a school bus. Per provincial law, motorists who illegally pass a stopped school bus with its red lights flashing and its stop arm deployed face a ticket ranging from $200 to $300, said Sylvie Robitaille , a spokesperson for ATEQ.

She said the Ministry of Transportation is also considering plans for installing yellow warning lights to announce an impending school bus stop.

For this month's safety campaign, ATEQ provides to approximately 31,000 elementary school classes an exercise for preschool and elementary school students and their parents in storybook form. Titled "Sam and Bloop Go to the Theatre," the story follows the travels of a freckled-face youngster and his purple elf friend as they accompany the rest of the class on a school activity trip. Along the way, a rebellious Bloop violates nearly every school bus safety rule, from pushing his way to the front of the line at the bus stop to jumping up and down in the aisle when the bus is in motion. In each scenario, students are asked to discuss the safety rule Bloop broke, with the answer contained in the back of the book. It also contains mystery maze, word and recognition activities.