THE state government is urging frantic parents to calm down when dropping off their children at school.
"Parents need to calm down around schools," Minister for Roads and Road Safety Luke Donnellan said on Tuesday.
"I think far too many parents think the most important thing in the world is their endeavours. They need to be aware what's going on. They need to be aware that school children are hard to see.
"Parents need to calm down ... It's about abiding by the rules, taking your time, and calmly getting your children to school, so that we don't have any more fatalities."
Almost 350 people were injured, 82 of them seriously, around schools during school hours in 2012 - the most recent year VicRoads has data for. In fact, data reveals that school zones are amongst the most dangerous stretches of road in the state, with a high rate of injury despite only covering a small stretch of the state's road network.
The warning came as road safety camera commissioner Gordon Lewis urged Victoria Police to drop a policy allowing official warnings to be issued to motorists who speed up to 14 kilometres an hour over the speed limit in a school zone, instead of a fine.
"Even exceeding the speed limit by nine kilometres per hour in a 40km/h speed limit zone seems potentially dangerous," he said.
School speed zones will be activated on Wednesday for the first time this year.
Speed limits are lowered to 40 kilometres an hour in a school zone, generally between 8am and 9.30am and 2.30pm and 4pm, when children are arriving at and leaving school.
There were 44 pedestrians killed on the state's roads last year, a 22 per cent increase on 2013.
Children are at especially high risk because they can often behave unpredictably around roads, and are difficult to see from behind the wheel of a vehicle. Thursday will be the first day of school for many children.
In 2013, a senior Westpac finance market specialist was jailed for six months for driving while using his phone into a lollypop lady at a school crossing.
Speed camera critic and safety campaigner Dallas Goldburg said the government would do better to put funding into fencing off school roads to stop children running in front of cars rather than more speed cameras.
"I find it amazing that the money that's come from this has never gone to putting up fences in the area," he said.
"If you're scared of someone running out, why is the money not spent to put fences up around the area?"
- The Age