About the Project
Eicher were the first to develop a bus specifically meant for transportation of children to and from school. Although these buses were equipped with well thought of design and safety features adhering to international standards, schools, owing to their higher costs were not considering them. The communication challenge was to sensitize the decision makers to the need of these buses. The press campaign we developed was addressed to members of school boards as well as to parents. It worked, not only in creating awareness but also in building parental pressure on schools to adopt these buses.