The Fire Prevention Division for the Rochester Fire Department, in collaboration with the city’s public and private schools, recently launched a “School is in Session” campaign, an initiative that was created in response to the city’s rapid growth, which has led to an increase in population, pedestrian activity, and motor vehicle traffic.

According to officials, there is a noticeable increase in foot traffic at the start of the school year, especially during the beginning and end of the school day. The campaign aims to encourage motorists to slow down, stay alert, and ensure the safety of students and other pedestrians.

As part of this initiative, 20 signs have been strategically placed around schools across the city to raise awareness about the increased pedestrian presence as the new school year begins. The signs will remain in place throughout the month of September.

The Rochester Fire Department thanks the Rochester School District, Saint Charles School, Seaton Academy, Monarch School, and the Stafford Learning Center for their ongoing support and partnership in this important safety initiative.