Login‘If You Pass’ Campaign Drives Awareness, Engagement on School Bus Safety
Thomas Built Buses is acting on one of pupil transportation’s most vulnerable part of a child’s school day: The Danger Zone and illegal passing of stopped school buses.
With its recent “If You Pass” campaign, the school bus manufacturer combined direct messaging, community engagement and financial support to elevate awareness and encourage safer driver behavior nationwide. The initiative, launched in October during National School Bus Safety Week, culminated in nearly $6,000 raised for Bryan County Schools in Georgia to support local safety efforts. Thomas Bus announced the award in February.
“The campaign was driven by a critical safety issue: The illegal passing of stopped school buses,” Mario DiFoggio, general manager of dealer channel sales and marketing for Thomas Bus, told School Transportation News last month. “There are an estimated 45.2 million illegal passings of school buses each year, which underscores just how serious and widespread the problem is.”
Rather than relying on traditional messaging, Thomas Bus leaned into a more direct and attention-grabbing approach.
“The If You Pass campaign was intentionally direct because politeness doesn’t stop traffic — awareness does. For a short, three-week campaign, the response exceeded our expectations, and we know these funds will go a long way in supporting the important work Bryan County Schools is doing to protect students and keep this conversation going,” DiFoggio added in a statement.
That approach appeared to resonate. The campaign utilized social media and a limited-edition merchandise line to spark conversation and invite participation. Proceeds from merchandise sales were directed toward safety education, while communities were encouraged to nominate deserving school districts for funding.
DiFoggio said the campaign exceeded expectations.
“The response was overwhelmingly positive,” he noted, indicating strong engagement from drivers, educators, parents and community members. “Many people thanked us for addressing the issue in a bold and memorable way.”
Thomas Bus Awards Georgia District for Making a Public Splash
Bryan County Schools ultimately stood out among nominees due to its grassroots efforts and community involvement.
“Their transportation team actively encouraged participation, which led to a high volume of nominations and broad community involvement,” DiFoggio explained.
For Thomas Bus, supporting the district reflects a broader mission that extends beyond manufacturing school buses.
“While we’re known for building school buses, our responsibility doesn’t end when we hand over the keys,” DiFoggio said. “We see ourselves as partners in student transportation.”
The nearly $6,000 contribution is intended to help Bryan County Schools expand safety education and outreach, though district leaders will ultimately determine how the funds are used.
“Our hope is that the campaign and contribution inspire and encourage the district to amplify their safety education efforts and extend the reach of their impact,” he added.
Related: Seatbelt, Danger Zone Recommendations Highlight NTSB Discussion at STN EXPO East
Related: Children’s Books by School Bus Drivers Double as Safety Education Tool
Related: NHTSA Kicks off Distracted Driving Awareness Month with Campaign
Related: Minnesota Passes Bill to Strengthen Law on Illegally Passing School Buses
Related: Iowa Launches Inaugural School Bus Safety Week Poster Contest
The campaign also highlights the role manufacturers can play in addressing safety challenges beyond vehicle design. “It takes a collective effort — manufacturers, drivers, school districts, parents and the general public all play a role,” DiFoggio said.
Thomas Bus plans to continue building on the initiative, with future outreach tied to National School Bus Safety Week in October and beyond.
“We see this as an ongoing effort, not a one-time initiative,” DiFoggio said.
His advice for districts and communities aiming to improve school bus safety awareness is to be straightforward, bold and consistent.
“This is a serious issue, and sometimes it takes a message that truly stands out to change behavior,” he said.
The post ‘If You Pass’ Campaign Drives Awareness, Engagement on School Bus Safety appeared first on School Transportation News.
), today announced a $100 million investment from TPG, bringing the company’s total funding to $430 million and valuing Zum at $1.7 billion. TPG is making its investment through The Rise Funds, the multi-sector strategy of its global impact investing platform, and in connection with the investment, Steve Ellis, a Managing Partner of The Rise Funds, will join Zum’s Board of Directors. 
Claire Bergman currently serves as the McKinney-Vento Coordinator for the Sun Prairie Area School District, where she is dedicated to removing barriers to education for students experiencing housing instability. With a deep passion for policy reform and systems-level change, she focuses on strengthening districtwide support frameworks to ensure equitable outcomes for vulnerable students and their families. Ms. Bergman holds a Master’s in Social Work from Loyola University Chicago.
MeChale’ Johnson is the Director of Pupil Transportation and Fleet Management for Alexandria City Public Schools (ACPS). For the past four years, she has overseen a fleet of 124 school buses and more than 85 passenger vehicles, ensuring the safe and reliable transportation of students to and from school each day. Her operation also provides specialized transportation services for students with unique needs through partnerships with contracted public carrier vendors. Prior to joining ACPS, Ms. Johnson served as the Director of Transportation for Falls Church City Public Schools. She possesses more than 15 years of experience in transportation management, beginning her career at the University of Maryland (UMD), where she supervised transportation services that supported university students commuting to campus from surrounding counties and local communities. She also spent several years in public mass transit leadership with the Washington Metropolitan Area Transit Authority (WMATA). Ms. Johnson holds a bachelor’s degree in Criminology and Criminal Justice from the University of Maryland and a Master of Business Administration (MBA).
Greg Dutton is a Senior Transportation Analyst at HopSkipDrive with nearly three decades of experience spanning transportation operations and technology leadership. Greg brings a uniquely informed perspective to his role — having first engaged with HopSkipDrive on the client side as Director of Transportation at Renton School District in Washington State, he has a deep understanding of the daily struggles and tough decisions facing school transportation professionals, including issues related to the national school bus driver shortage. In that role, Greg led all aspects of the district’s transportation department — from personnel management and route planning to budget administration, safety, and fleet operations. Prior to that, Greg held the role of Assistant Director of Transportation, overseeing daily operations, accident investigations, and coordination with law enforcement and community stakeholders. He holds an MBA in Telecommunications Management from Alaska Pacific University, a BA in Telecommunications from Texas Tech University, and an AA in Mass Communications from Amarillo College.
