At times, transit marketing faces an uphill battle

School Buses, Brooklyn
Originally uploaded by racoles.

The New York Times has run a few articles about traffic jams on Long Island because of kids driving to school, or their parents driving them to school, rather than using the school buses, which they call "loser cruisers."

A recent Chicago Sun-Times article, "Punishment for teen drivers: riding the bus," discusses a "new" punishment technique applied to teen driving law violators. From the article:

A judge fed up with teen traffic violators is hitting them where it hurts -- in the driver's seat -- by sentencing them to the embarrassment of riding the school bus.

Porter Superior Judge Julia Jent got the idea after a girl in her court for a moving traffic violation appeared not to take seriously either the offense or the possible fine. The judge said she knew she had found a way to reach the teen after she ordered her to park her car and ride the school bus.

''The girl cried outside my courtroom. I guess I found the right button,'' said Jent.

Jent not only orders teens ages 16 to 18 to ride the school bus instead of driving to school -- she also warns their parents that they could be held in contempt if they drive their child to school. ''Kid does crime, kid does time, and mom and dad can't get them out of it and don't have to feel guilty for not helping,'' Jent said.

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