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27 May 2015, 19:25 | Updated: 27 May 2015, 19:31
Brighton and Hove council's asking people to pay more attention when they're crossing the road An average of 8 pedestrians a month are injured because they're distracted by headphones or their mobiles
Councillor Gill Mitchell, chair of the Environment, Transport and Sustainability committee said:
"The council's road safety awareness campaign is aimed at motorists, cyclists and pedestrians, with six different posters carrying messages about the dangers of distraction from headphones mobile phones and other devices.
"The campaign was launched following road traffic collision statistics for Brighton & Hove over the last 3 years which show that 'failing to look properly' is by far the biggest contributory factor. Seven of the 11 fatal injury collisions had failing to look as a contributory factor, along with more than half of the serious injury accidents.
"The data also showed that most casualties were in the 18-35 year old age group, so the posters were designed to target these road users.
"The campaign has been welcomed by families of those involved in road traffic accidents in the city.
"As a new administration, we are committed to improving road safety in the city for all road users and will be looking at new and innovative ways to refresh our road safety campaigns and messages."