Every time they roll around they have to come up with a new way to encourage, cajole and plead with motorists not to speed, not to drink and drive, and not to drive while tired.

And each time that message falls on deaf ears.

More lives are lost, more families are left devastated. And emergency services workers have to be there to pick up the pieces.

Already, NSW is heading for a horror year on the roads. Nearly 100 people have died on the road; this time last year the figure was 68. 

Seventeen lives have been lost on Western Region roads, 10 more than last year.

Police were horrified by the numbers in 2016, which was the third year in a row the state’s road toll grew but this year is on track to eclipse it by quite some way unless people start to listen.

Operation Tortoise started at midnight on Thursday and continues until 11.59pm on Monday, meaning double demerits. 

The threat of losing a licence is one of the few things that has been proven effective in the fight against bad behaviour on the roads.

The thin blue line will be out in force again this weekend but this time they will also be looking to educate people on safety behind the wheel.

While performing roadside checks, RBTs and at other opportunities, they will remind drivers about the dangers of driving while fatigued, or drinking and driving.

It’s hoped that a reminder from police may be what is needed for motorists to get the message. But history says it won’t be.

The effort (and money) put into road safety awareness increases every year but so does the road toll.

What more can be done? Most people glaze over now when a police officer or government minister talks about driver behaviour, or think it doesn’t apply to them.

A campaign by the government late last year focused on the fact there were no excuses for any wrong behaviour on the roads.

But 94 deaths in 89 days this year suggests people didn’t listen.

Thankfully, despite seeming like an impossible and thankless task, police and others will keep delivering their message.

They do it because it’s too important to stop, even if most ignore it.

And if it saves lives it has been worth it.

The question is, will you listen?