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Abbotsford Police launch Project PRIME

A new Abbotsford Police project aims more positive messaging at youth on school buses. The APD says the messages will receive some 1.3 million views in a year. - Submitted photo
A new Abbotsford Police project aims more positive messaging at youth on school buses. The APD says the messages will receive some 1.3 million views in a year.
— image credit: Submitted photo

The Abbotsford Police Department has launched another positive messaging campaign aimed at youth – Project PRIME.

School buses, unlike public transit, do not contain advertising messages on their interior panels. Local police thought they could be the first to put signs on the bus walls – but not the kinds of ads aimed at parting kids from their disposable income.

The initiative is simple in its approach which is to offer young people positive encouragement. The objective of the project is to “Prime” youth by supporting growth and action, says an APD press release.

Project PRIME will see the placement of signs in school buses where students will receive some positive messaging as they travel in any of the 50 buses that comprise the public and independent fleet.

Small numbers can add up quickly, however. Those 50 buses will provide an estimated 1.3 million views over the course of the school year, Abbotsford Police Const. Ian MacDonald points out.

"The APD believes that youth in our community are worth that type of positive encouragement and more," said MacDonald.

The Abbotsford Police Department have partnered with the Abbotsford School District, St. John Brebeuf, MEI and Dasmesh schools in the project.

The cost of printing the magnetic/cling signs was covered by TD Canada Trust.

"We appreciate TD Canada Trust for sharing our view of youth in the community and supporting our project in such a substantial way," said MacDonald.

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