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FOR IMMEDIATE RELEASE:
July 28, 2004
DURHAM SCHOOL SERVICES ENCOURAGING STUDENTS TO GET PRIDE POWER! FOR THE SAFEST WAY TO RIDE
AUSTIN, TX—Durham School Services today announced its back-to-school campaign for the 2004-2005 school year. Last year, Durham had an overwhelmingly positive response to the introduction of the company’s black Labrador retriever mascot, Pride. The much-loved dog is back again this year. Durham has taken the five letters which spell the dog’s name to make the school bus safety rules kid-friendly and easier to memorize. When the students learn and know the rules, they will have “Pride Power! The Safest Way to Ride,” the theme for this year’s campaign. Pride will be featured in a number of teaching tools and awareness campaigns throughout the year.
In addition to the materials each Durham location uses to raise awareness about school bus safety, the company is distributing a safety video featuring Pride and the rules. “Safe student transportation is much more than avoiding vehicle accidents,” said Bob Ramsdell, Durham’s vice president of safety education and development. “Everyone has to work together—the driver, school personnel, parents, and the students—to ensure a safe ride to school. We believe the video, which is being delivered to every school for which we provide services is an excellent way to get everyone involved.”
“Going to great lengths to ensure children arrive at school safe, on time and ready to learn…every day is Durham’s number one priority. To reach this goal, it is critical students know their part in
staying safe.
View the Pride Power! School Bus Safety Rules.
Durham’s back-to-school campaign will include letters from Durham drivers to parents communicating the amount of training he or she has completed. Each parent will also receive a flyer with the Pride Power! school bus safety rules and other activities for fun ways to learn the rules.
As you begin to see more school buses on the road, remember to stop for the bus when the red lights are flashing—this means students are loading or unloading the vehicles. Adhering to this law can prevent a serious injury or fatality. Also, while school buses are 172 times safer than other vehicles used to take children to and from school, the majority of serious accidents occur when children are in the Danger Zone—anywhere within 10 feet of the bus. It is imperative that children know and remember to stay out of this area.
Durham School Services has more than 50 years experience in student transportation and currently delivers more than 250,000 students to school each day safe, on time and ready to learn…every day in more than 275 school districts across the country.
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