HALIFAX, Nova Scotia, Aug. 29, 2012 /CNW/ - This week marks the beginning of the School Bus Safety Awareness Campaign and The Co-operators is helping Safety Services Nova Scotia make sure that kids are safe when heading back to school next week by making a contribution in support this year's campaign.

This year's campaign, with the theme of Team Up for School Bus Safety, runs from August 27 to September 7. The purpose of the campaign is to remind the driving public of its role as part of a team that helps ensure safe transportation for school children.

"As an insurance company, a key focus for The Co-operators is safety, and with children returning to school and back on school buses we want to ensure safety is at the forefront of everyone's mind," said Kathy Bardswick, President and CEO of The Co-operators. "Everyone plays a part and we must work together, which is why we are pleased to support this campaign and Safety Services Nova Scotia, which works year-round on safety issues."

A September 2011 survey commissioned by the Nova Scotia Pupil Transportation Advisory Committee documented 231 results of illegal passing of school buses in one week alone in Nova Scotia. The majority of incidents occurred when other vehicles were driving toward the school bus in the opposite lane. More incidents also occur in the afternoon than the morning. The public can improve child safety by obeying the law, which dictates that drivers travelling in both directions not pass a school bus that is stopped and displaying its alternating flashing red lights.

"The Co-operators has been a great team member for the past five years, and we appreciate their enthusiastic support," said Arminta Kennedy, Community Safety Manager, Safety Services Nova Scotia. "Their support has really helped us to get the message out to the public of the role they play on the team for transportation safety."

Police agencies across the province will be conducting checkpoints and distributing information, while teachers have the opportunity to follow lesson plans and guide children through games posted on www.schoolbussafety.ca.

About The Co-operators:
The Co-operators Group Limited is a Canadian-owned co-operative with more than $36 billion in assets under administration. Through its group of companies it offers home, auto, life, group, travel, commercial and farm insurance, as well as investment products. The Co-operators is well known for its community involvement and its commitment to sustainability. The Co-operators is listed among the 50 Best Employers in Canada and Corporate Knights' Best 50 Corporate Citizens in Canada. As a proud member and supporter of the co-operative sector, The Co-operators is pleased to celebrate 2012: The International Year of Co-operatives. For more information visit www.cooperators.ca.

SOURCE: The Co-operators