By Blair Qualey,
As the long days of summer wind down and families prepare for the school year, it is an important time to remind ourselves of the responsibility we all share on the road. September is not just about returning to classrooms and routines; it is also the month when the risk for child pedestrians and cyclists is at its highest in British Columbia. According to ICBC, 50 children on average are injured in traffic incidents during school days in September alone. While a grim statistic, it really shows why this message bears repeating year after year: slow down, pay attention, and help keep kids safe.
A new ICBC–Ipsos survey released this week indicates that nearly a third of BC drivers admit they sometimes speed through school zones, and four per cent say they do so every time. The numbers are even more concerning when we consider that a staggering 91 per cent of drivers say they have witnessed others speeding near schools, while another third have witnessed a collision or near miss first-hand, half of which involved a child. This is simply not acceptable.
School zones are clearly marked for a reason. The 30 km/h speed limit during school hours, which ranges from 8 am to 5 pm on weekdays, provides drivers with the time needed to react to unpredictable situations, whether it is a child crossing suddenly, a school bus unloading passengers, or a cyclist navigating traffic. Many drivers assume that once the morning rush has passed, the risk subsides. In reality, children come and go throughout the day for activities, sports practice, and after-school programs. The expectation should be constant vigilance, not selective awareness.
The back-to-school season is also an important reminder about the dangers of distracted driving. Checking a phone, adjusting music, or even eating behind the wheel can divert attention long enough to miss a child stepping into a crosswalk. It is also critical to be alert in residential areas, where the presence of toys or bikes can indicate children are playing nearby. For those dropping off or picking up students, using designated zones, ensuring kids exit on the sidewalk side, and modelling safe behaviour goes a long way in reinforcing good habits.
These messages are not new, but the latest research confirms that we cannot afford to let our guard down. Each year, the New Car Dealers Association of BC uses this time to stress the importance of road safety as schools reopen, and each year the reminder proves as relevant as ever. The arrival of September should serve as a reset for all of us and a moment to recommit to safe driving practices that protect our youngest and most vulnerable road users.
As we head into the fall season, let us make 2025 the year we see progress on this front. If the statistics are alarming, they should also be motivating. Together, we can reverse the trend and create safer streets for students across British Columbia. Slow down, stay alert, and remember: when it comes to back-to-school safety, every choice behind the wheel counts.
Blair Qualey is President and CEO of the New Car Dealers Association of BC. You can email him at [email protected].
