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.
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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.
