The Rogue Valley Transportation District (RVTD) wanted to increase the numbers bus riders while promoting alternatives to driving alone in a personal vehicle. The RVTD explored ways to reach approximately 130,000 people within seven southern Oregon communities including Ashland and Medford. The district decided to develop an educational program for students in kindergarten through sixth grade.

GOALS AND OBJECTIVES

The goals of the educational program were to:

• Foster an understanding of the differences between riding a school bus and a public bus;

• Develop an appreciation for the benefits of riding a bus;

• Encourage walking and bicycling as alternatives to driving; and

• Involve the community in supporting transit.

STRATEGIES AND ACTIVITIES

The RVTD developed two educational programs in coordination with the public and private sector. “Gus Rides the Interactive Bus,” is a 50-minute presentation that includes a 15-minute talk about transportation and the environment. Students get a bag containing transportation related materials, coupons good for bus rides, and treats donated by local businesses. “Gus” culminates with a 30-minute bus ride and a talk about procedures, manners, and rules for bus riders.

A second educational program, “Bicycle as Transportation,” focuses on the bicycle as a legitimate and reasonable form of transportation. In this 50-minute program, students learn about bicycle safety, the environment, transportation, helmets, and obeying traffic laws. The program incorporates an interactive bus that travels throughout the RVTD to special events. Interactive messages on the bus are paid for by sponsors and attract significant attention from the public. Sponsors have the ability to connect with consumers through sight, sound, touch, symbols, and scents. This marketing tool allows businesses to reach out creatively to consumers within the community.

RESULTS