Let’s Remember Adam Campaign
In the Fall of 2004, the Ranger family approached a local community group and ask for its assistance to ensure what they went through with the loss of Adam was never experience by anyone else. Although they were still grieving, it was important for them to move forward and begin their journey promoting school bus safety in the Mattawa area. The Rangers knew how special their young son was and that he would continue to live in their hearts forever. They also knew that although he was taken from them at a very young age, he would serve a much greater purpose over time.
In a partnership between the Ranger family, the Mattawa Group of Four Police Services Board, the Ontario Provincial Police, and the Ministry of Transportation, the Let’s Remember Adam – Stop for the School Bus initiative was developed.
The first phase of this initiative began with the development of a static window decal that featured a photograph of Adam with a message that simply read “Let’s Remember Adam…Stop for the School Bus”. This was truly a message of emotion and would serve as a continual reminder to drivers of the ultimate consequence for those who choose not to stop for the school bus.
The static window decals were designed in two sizes; the first to fit in the lower window of the rear door of a school bus, and the second to be displayed in the rear window of a passenger vehicle. The decals were then distributed to school bus operators in the Mattawa area, and the smaller decals were displayed on Ontario Provincial Police and Ontario Ministry of Transportation vehicles. They were distributed to the broader public. In total, 100 decals were placed on local school buses and over 60 vehicles displayed the smaller decals.
This component of Let’s Remember Adam initiative was launched in October 2004 to coincide with School Bus Safety Week. To enhance the effectiveness of the decal, a media campaign was also implemented that featured a series of radio ads that were aired following the launch.
Based on the success of the first phase of this initiative, the committee continued to explore new ways to promote school bus safety and continue the momentum of the Let’s Remember Adam initiative.
After some discussion, the committee decided to implement a billboard campaign that would feature the same artwork as the static window decal. Local businesses were approached to solicit their interest in becoming corporate sponsors, and the response received was simply overwhelming.
In the summer of 2005, eight billboards were installed along the Highway 17 corridor between Mattawa and North Bay, each sponsored by a community minded business, agency or organization. In recognition of their contribution, each sponsor had its logo proudly displayed on one of the billboards.
This component of the Let’s Remember Adam initiative was launched in August 2005 and attracted great media attention.
With interest in this program continuing to grow, and outstanding support from the community and corporate sponsors alike, the Insurance Bureau of Canada approached Connecting Community Partners in Injury Prevention (CCPIP) and asked how it could help expand this initiative.
The Insurance Bureau of Canada understood the importance of this campaign and the impact it would have in protecting the lives of young school bus passengers. After receiving a generous donation of $10,000 from the Insurance Bureau of Canada, Connecting Community Partners in Injury Prevention and the Let’s Remember Adam Committee decided to expand the static window decal component of this initiative to North Bay. As a result of this funding, an additional 180 school buses displayed the static window decal of Adam with his important school bus message.
In partnership with the Insurance Bureau of Canada, a visor card was also developed to outline the details of the Let’s Remember Adam initiative. This public education product provides the history of the initiative and a revision to Ontario’s School Bus Stopping Law. This revision now holds vehicle owners accountable as they can be charged if their vehicle is seen failing to stop for a stopped school bus with its red overhead lights flashing, regardless of who was driving the vehicle.
These components of the Let’s Remember Adam initiative were launched in August 2005.
In the third year of this initiative the committee was beginning to receive calls from other communities in Northeastern Ontario that were very interested in introducing the Let’s Remember Adam campaign. The committee worked directly with these communities to provide assistance with the billboard and static window components. This included providing the artwork for the products, securing permits for billboard locations, finding corporate sponsorship and program implementation.
As a result of this interest, billboards are now also located in the communities of Sturgeon Falls, Sudbury, Desbarats, Temagami, Temiskaming Shores, Kirkland Lake, Timmins, Astorville, Powassan, Dunchurch, Bonfield, Rutherglen and Chisolm Township.
In September of 2014 the Let’s Remember Adam committee approached Pierre Ranger, Adam’s oldest brother, to see if he and his family would be willing to take over the campaign. For 10 years the same people looked after the campaign and felt it was time for new ideas and new leadership. Pierre had no problems with accepting this large task and the torch was passed on to the him and the Ranger family. With help from the media and other partners the Let’s Remember Adam campaign will be moving forward with new ideas such as lanyards, rink boards, smaller signs on side streets and in high risk areas.
The NEW committee’s goal is to spread Adam’s message as far as they can and to as many people as possible. The website was re-launched in 2015 with a massive upgrade. With help from the website, Facebook page, Instagram account, Twitter feed,lanyards, bumper decals, rink boards, billboards, smaller signage and radio and TV interviews we are spreading Adam’s safety message and working towards keeping our children safe.
Accolades and Awards
This initiative has received significant recognition at the provincial level including:
Recipient of the 2004 Ministry of Transportation Road Safety Achievement Award in the category of Road User Safety Innovation
Recipient of the 2005 Ontario Provincial Police Accolade Leadership Award of Merit in the category of Partnerships
Recipient of the 2005 Rotary Club of Nipissing’s Paul Harris Award
Committee Membership/ Sponsorship / Volunteering
If you are interested in implementing this valuable school bus safety initiative in your community, please contact:
Committee members include:
Pierre Ranger ( Adam’s Brother) – Chairman of the Let’s Remember Adam campaign
Debbie Ranger ( Adam’s Mom) – Secretary for the Let’s Remember Adam campaign
Alex Ranger ( Adam’s Brother) – Eastern Ontario Contact (Pembroke Area)
Brodie Ranger (Adam’s Brother) – Committee Member
Joelle Boulanger – French Spokesperson for the Let’s Remember Adam campaign
Sara Ranger – Treasurer for the Let’s Remember Adam campaign
Josee Sarrazin – Committee Member
Regular Volunteers include:
Bill and Anne Gingras
Jason and Allison Gendron