CINCINNATI — First Student issued a public service announcement (PSA) urging motorists to take extra care in early morning and afternoon hours, when school buses are on the road and children are walking to and from bus stops or school.

The PSA reminds motorists that disobeying traffic signals and not coming to a complete stop at stop signs puts themselves and others — including buses full of schoolchildren — at risk.

In last week’s fatal school bus accident near Cottonwood, Minn., witnesses said that the driver of a minivan ran a stop sign before colliding with the bus.

The PSA also reminds motorists to stop for school buses with lights flashing and stop arms extended. In many states, motorists’ failure to obey this law is among the top moving violations reported by law enforcement officials.

“Please help us get the word out for other motorists to drive safely and responsibly, especially when encountering a school bus,” said Carey Paster, president of First Student. “We are dedicated to keeping the young passengers entrusted to us on our buses safe and secure.”

Robin Leeds, industry specialist for the National School Transportation Association, also added to the PSA: “While school buses undoubtedly are the safest means for children to get to and from school, other drivers on the road need to be alert and cautious when sharing the road with school buses.”