"Some of these kids will be coming to a school for the first time and they are still building their confidence and don't have the ability to anticipate dangerous situations. They are vulnerable road users so drivers need to be aware of them."
Police will be highly visible around schools in Hawke's Bay this week keeping an eye on driver behaviour, including parking on yellow lines.
Drivers were also urged to remember the reduced speed limits outside some schools.
"The reduced speeds are there for a reason - to improve road safety and prevent our children from dying and being hurt on our roads. We will be enforcing those speed limits and anyone caught exceeding them will be prosecuted," Mr Brown said.
Police will be using a variety of methods that include high visibility and plain clothes staff to focus on speed, seatbelts and cyclist safety. Spot checkpoints will also be conducted around the region.