IT defies comprehension that some motorists would place the young at risk by speeding in school zones.
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But, in the Dubbo region in the past year they did - at almost twice the rate of the previous year.
What were they thinking? Or were they thinking at all?
Drivers were fined about $35,000 for 111 offences in the year to June 30.
Twenty-three drivers were fined for exceeding the 40 km/h school zone speed limit by 10 km/h or less but 77 exceeded the limit by more than 10 km/h.
Ten drivers were doing more than 20 km/h over the limit.
One driver was fined $1028 for travelling more than 30 km/h over the limit.
Those speeds are reckless and could endanger lives in areas swarming with children and young adults, buses and cars delivering or picking up children.
Most Dubbo school zones have flashing lights to heighten drivers' awareness they are in a 40 km/h area.
Six schools are still awaiting installation of the lights, which the NSW government says will happen by December 2015.
Safety measures and driver education are important, but do not relieve drivers of responsibility.
They are breaking the law and potentially placing young people's lives at risk - whether through inattention or simply because they don't care.
Reckless drivers need to get the message: slow down and don't be stupid and criminal.