JACKSONVILLE, Fla. – Darker mornings and afternoons to start the spring semester increase safety risks as students return following winter break.
Before Duval County Public Schools students return to class on Wednesday, DCPS and Farah & Farah will launch televised public service announcements to increase knowledge about bus stop safety and urge drivers to stop for school buses and slow down in school zones.
“We’re committed to safety,” Chuck Farah said. “It’s important to us because it involves kids.”
VIDEO: Mom captures driver speeding by stopped bus seconds before children start to cross street
The law firm donated media time to support DCPS in its effort to improve student safety.
Just in December, there were 17 incidents that happened with students arriving and departing from school, DCPS Superintendent Christopher Bernier said.
“Last year we had three student deaths, so we’re hoping that this campaign, ‘Be Safe, Be Seen,’ and ‘Respect the Stop’ will help drive the community to be more aware that our students are out there,” Bernier said.
RELATED: Jacksonville mother calls for school crossing guard, pedestrian lights in area near where teen hit, killed by truck | Duval County superintendent urges traffic safety after 2 students hit, 1 killed in first week back to school
The short PSA features Farah and Bernier speaking directly to drivers about the dangers of distractions.
It ends with the two saying, “Respect the stop. Protect the students of JAX.”
By law, drivers must stop when a school bus extends its stop arm unless they’re traveling in the opposite direction on a divided roadway.
Bernier expressed gratitude for the partnership with Farah & Farah as the district faced a budget crisis.
“I appreciate the partnership. One of the things we can’t really afford to do is buy media time, and we’re very thankful,” Bernier said.
The campaign was sparked by new local survey data and state traffic safety data that show widespread concern and dangerous driving behavior around stopped school buses in Duval County, DCPS said.
According to the survey, 89% of Duval County residents have seen a driver fail to stop for a stopped school bus in the past year.
The awareness initiative includes a series of public service announcements, digital outreach, and community education efforts designed to remind drivers that when a school bus stops, lives are at stake.
Farah said drivers aren’t the only people who would benefit from the PSA initiative.
“It will also educate the kids. They’re smart kids. They need to be made aware of their surroundings. And believe me, they’ll accept it more, probably quicker than the adults do,” Farah said.
The law firm is still determining when the PSAs will begin airing on TV.
Drivers who ignore stopped school buses can receive hefty fines, points on their license, and in some cases, criminal charges.
DCPS is also in the process of equipping school buses with stop arm cameras to catch people ignoring bus stop laws.