In 2008 there were 572 pedestrians killed and 27,910 injured in the UK. Many suggest that mp3 players and mobile phones are largely to blame. They could be right - as you walk down most streets, it's commonplace now to see people talking on phones or listening to music. In fact for many people, it's unthinkable to walk down a street without one of these to entertain them.
The fact that being a distracted walker is dangerous may seem strange to some, when we are so freely encouraged to plug in our music and call our friends as we walk. Think of any advertising for mobile phones or mp3 players you've seen recently - most of them are set in the street. We trust these companies and assume that they would never encourage something dangerous to make a profit...think again.
Now many young people have an established 'norm' of entertainment whilst you walk. This makes the task of making them realise and understand the dangers a whopper. It makes the task of changing their behaviour almost impossible! Scarily pedestrian accidents are happening more and more frequently making more work for our emergency services and putting other people in danger. Something's got to give.