It is surely a no-brainer to slow down when driving in an area where there are lots of children.
But nearly 400 locals clearly have no such brain.
Police have just have nabbed them speeding near Bay schools, playcentres and kindergartens during the first days of the school term.
In our report today, police boss Senior Sergeant Ian Campion admits the figure is higher than expected and "disappointing".
As you would expect from a police officer, Mr Campion is a measured man not prone to emotive outbursts.
I agree with him; it is disappointing. But would go much further. It is shocking and shameful.
Campion agrees what is really inexcusable is that during the police campaign from January 27 to February 5, a number of speeders were busted by the 40km/h LED speed signs, which are impossible to miss if you are driving attentively.
When an excitable child steps out unpredictably, or appears suddenly from in between parked cars, you would have little chance to stop. Hit a child at more than 40km/h " or even more than 20km/h " it could be fatal. On the upside, some of the principals we spoke to said that while speeding outside schools was still a concern, some people had become better at slowing down.
Schools, together with the school community of parents, and residents around a school, can remind drivers about speed around a school, and measures such as road patrols and crossings help improve the safety of children.
Schools help a lot with safety messages to children " but I still wince when I see children walking across roads with earphones or texting.
But even the best safety measures will not protect a child from a speeding car.
I would like to hope that even the dumbest of drivers do not want to become child killers. But that is what they are risking every time they pass a school at high speed.