A cry for help

At Calgary's Cardinal Coach Lines, which operates school buses, the company beefed up its annual 'IV, radio and newspaper ad campaign for drivers. "We knew it was going to be challenging," says Ken Martin, the bus company's recruitment administrator, "so we tried to explain the job a little better in our ads, emphasizing things like letting mum or dad bring along two preschoolers with them on the bus." Despite that, it wasn't until local media covered its plight that...