To better protect its students, the town council in Labrador City is cracking down on drivers who consistently speed in a heavily-travelled school zone.
Motorists are supposed to be driving 20 kilometres an hour on Bartlett Drive, but the average speed is more than double that.
A traffic survey conducted by the town found 98 per cent of vehicles speed on the street.
The survey also showed that only about four per cent of drivers will slow down as they go through the school zone.
Municipal Enforcement Officer Kate Quinton said the town is starting an awareness campaign in the area.
"We're going to be posting a speed of 20 [km/h] in the school zone from 7:00 in the morning until 5:00 in the afternoon, and then the speed will be 40[km/h] from 5 a.m. to 7 a.m."
"We do like to protect the children. Of course here in the school area, we'd like to see residents respect the speed limit."
The Royal Newfoundland Constabulary said traffic violations are up this year, but they wouldn't say by how much tickets have been issued through the school zone.