The ODT headline says "Drivers urged to look out for sea lions on coastal roads". This is good advice because mummy sea lions with their babies are active on land at this time of year, keeping away from randy males.
The story is about sea lions, but the sign in the photo clearly says "Seals". Given the healthy number of local sea lion births this year, the ODT surely missed the opportunity to use a "New seal" sign. ;-)
https://www.odt.co.nz/news/dunedin/drivers-urged-look-out-sea-lions-coastal-roads