A new initiative has been launched to address the problem of distraction among young pedestrians who use mobiles phones while crossing the road.
‘Look don’t ‘Like’, produced by Room 9 Media, comprises a suite of resources including school gate banners, posters and pop up exhibition stands.
Road safety teams who buy into the campaign will also be provided with the graphics in a digital format and two presentations, one aimed at secondary school students and another for sixth forms and colleges.
Room 9 Media points to a recent confused.com survey in which 27% of motorists who participated said they have nearly hit a pedestrian who was distracted by their mobile phone; and 8% said they have actually knocked into a pedestrian distracted by their phone.
Government figures show that pedestrian fatalities in Great Britain increased by 12% – from 398 in 2013 to 446 in 2014 – accounting for three quarters of the year-on-year increase in fatalities in 2014.
John Billington, Room 9 Media, said: “It’s a widespread problem and we’re approaching it with a punchy headline which can easily be transferred to different media and used effectively across a number of platforms.
“We’re looking to push the hashtag #lookdontlike on social media.”
For more information about the campaign contact John Billington at Room 9 Media.