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I like that scheme. It means that work on engaging behaviour change is moot. Unfortunately it appears that only schools with a proactive travel plan are likely to engage:
The school I’ve been trying to get a response from don’t appear to be working on one, I see no evidence of engagement with modeshift or sustrans to prove me wrong either.
Frankly, the most effective way to get people to stop is simply to ticket them. Stationing a traffic warden at drop off and pick up has been incredibly affective in the past, after all what they are doing is not legal. Again, as a civilian, organising this has proved challenging.
Targeting individual parents probably doesn't work. The better answer is School Streets, which Lewisham seems to be thinking about.
(the even better answer is 24/7 road closures and massively reduced car use, but not gonna happen in Lewisham)