A new campaign has been launched by Northumbria Police and Newcastle City Council in a bid to reduce the number of pedestrian collisions in Newcastle city centre.
The #distracted campaign aims to raise awareness of the dangers of not paying attention when crossing the road, following figures showing that the biggest cause of accidents in the city-centre is “failure to look properly when crossing the road” – usually through distractions such as mobile phones or listening to music through headphones.
Targeted at young people aged 18-22 years, the age group most affected, the campaign is using a combination of social media and bus shelter advertising in hotspot locations across the city-centre.
Councillor Nick Kemp, Newcastle City Council, said: "The rising number of accidents in the city-centre is a real concern to us.
“We started this campaign with Northumbria Police to highlight how a small change in your behaviour, such as looking before crossing the road, can make a real difference to your safety.
"As well as the campaign, we’re working with a number of partners to make our city-centre safe. We have engaged with the bus operators on safety issues, made engineering changes to junctions and crossings and introduced 20mph limits in key streets."
Winton Keenen, Northumbria Police’s deputy chief constable, said: "Motorists have a part to play in pedestrian safety and we would urge drivers to be alert to them.”