East Lyme — A campaign is underway to encourage drivers to slow down on local roads, from pathways in small beach communities to long, rural roads in the north end of town.

Small signs placed on roads in East Lyme say “Slow Down, Enjoy Our Town,” or “Check Your Speed in Our Village.”

First Selectman Mark Nickerson said he gets calls every week from people in the community who ask for the town to do something about speeding on local roads.

The new campaign is intended to raise awareness about the importance of driving slowly and to encourage town residents to take personal responsibility and slow down the prevailing speed.

“People need to take responsibility for their actions and realize when buzzing through town that it’s someone else’s neighborhood,” said Nickerson. He pointed out that people are outside walking their dogs or jogging, while kids are riding bikes in the driveway or playing ball in the front yard. 

Thus far, there are about 60 signs posted around town, with another 20 that are scheduled to be placed. The signs were funded through a donation, as well as some funds from the first selectman's office.

He is also asking the police department to step up enforcement.

During the summer, many people are visiting the boardwalk, beaches and Main Street in downtown Niantic. He said drivers should be aware of the increased foot traffic.

While Nickerson said he receives complaints about speeding throughout the year, the summertime brings a larger volume of people driving on the roads. There are also more visitors who are potentially unfamiliar with local roads.

In addition, when Interstate 95 is backed up or closed down, drivers tend to cut through the town. They may also try to speed when they find an open road, he said.

Nickerson previously wrote a blog about the speeding issue, posted on the town's website, which encourages drivers to slow down.

"If we all watch our speed and be mindful of our individual responsibility of slowing down, others on the road will have no choice but to slow down too," he wrote in the blog. "This will help our police force identify those on our roads who are excessively speeding. But more importantly, it will keep us all safe."

k.drelich@theday.com