International audience “Walking School Bus ... it's practical, nice, it keeps in good shape, it does not pollute!” This information campaign on the Walking School Bus (WSB) appeared as a reflexion of the inclusion the local public policies in favour of walking on the agenda. WSB has been set up into Switzerland in 1998, and later in France during the 2000s, to encourage walking as an alternative to children being dropped at school by parent’s car. Methodologically, through content analysis, we studied the WSB’s discourse by conducting a comparative review of a corpus of 94 French and Swiss websites. Statistical and lexical analyses using the IRaMuTeQ software were performed: Hierarchically descending classification, Correspondence factorial analysis and Similarity analysis. They allowed to gather the lexical categories about the WSB, to position them to understand their relations and to highlight the general organisation of the corpus. Our first outcomes provide information on the thematic discussed and the actors promoting the WSB. They highlighted convergences for organisational aspects and divergences in communication strategies between the two countries. To conclude, on the one hand, Swiss promotors of WSB communicate mainly about the objectives related to children’s health and security. On the other hand, communication of French promotors emphasises parents’ responsibility using a charter of “engagement” and “good behaviour”. Moreover, the comparison between speeches and efficacy of the WSB bring us to conclude that the school transport is a communication and awareness-raising strategy to change outlooks and travel behaviour. Its legitimacy can be questioned.