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The South Carolina Dept. of Education has inked a deal with contractor SAC to place an 11-inch-wide strip of advertising inside school buses.
Schools will get just over $2,000 per month per bus from the ads, writes Brandweek.
The move comes just weeks after a McDonald’s in Seminole County, Florida, agreed to cancel its sponsorship of grade school report cards following a media backlash. The fast food restaurant was offering Happy Meals to those with good grades and good behavior; an ad for the program was on the report card envelopes.
South Carolina educational board members have voiced concerns about the school bus ads. “I never thought [advertising inside school buses] was a good idea to start with,” said Donald Tudor, South Carolina’s DOE school transportation director, “but when you run a state program and districts request this be set in motion, you do it so they can make a choice. Ultimately, I couldn’t think of a good reason why they shouldn’t have the option.”
SAC says the ads will be age-appropriate and will promote a “healthy and productive life.” They will be approved by district-appointed personnel.
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