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.