Young Roswell residents are helping Mayor Mary Robichaux deliver a back-to-school safety message using language their generation invented: "skibidi," "rizz" and "aura."
The City of Roswell's #SlowDownRoswell campaign launched Monday, Aug. 3, the first day of Fulton County Schools' new school year, with an Instagram video featuring Robichaux alongside young safety advocates. On Thursday, Aug. 6, the city amplified the effort with a new video post on X leaning into Gen Alpha slang as a hook.
The city acknowledged it doesn't speak Gen Alpha but said the message is clear: drive 25 mph in school zones. The post called the young participants "Roswell's youngest safety advocates."
The core ask is simple: obey the 25 mph school-zone limit.
Part of a bigger investment
The campaign is one piece of the broader Slow Down in Roswell program, which pairs public education with infrastructure changes. The city has budgeted approximately $400,000 in 2026 for traffic-calming devices and created a new Traffic Analyst position, according to the program's resource page.
A 2026 pilot will bring traffic-calming improvements to three neighborhoods: Willow Springs/Country Club of Roswell on Roxburgh Drive, Roswell North on Wavetree Road and Edenwilde.
The city completed the $2.5 million Hardscrabble Road Multi-Use Trail in July, adding roughly 3,000 feet of protected path along Hardscrabble Road and 1,200 feet along King Road for students walking or biking to Roswell High School. A second project, the $3.19 million Woodstock Road Multi-Use Trail connecting Highway 92 to Crabapple Middle School, was expected to finish before the school year but had not been confirmed complete as of Aug. 5.
Enforcement already active
As we reported Aug. 4, automated school-zone speed cameras are active during school hours — 7:30–8:30 a.m. and 2:30–4 p.m. on Fulton County Schools instructional days — along corridors including Hardscrabble Road, Crabapple Road, Highway 92 and streets near Roswell High School and Crabapple Crossing Elementary.
A AAA survey found 41 percent of Georgians admitted to speeding in an active school zone, and 30 percent admitted to using a handheld phone while driving through one.
"Slow down, watch for kids, and stop for school buses," Robichaux said in the Aug. 3 Instagram video launching the campaign.
What's ahead
School-zone cameras will remain active on every Fulton County Schools instructional day through the school year. The city's full neighborhood priority list and program details are available at roswellconnections.com/slowdowninroswell.
