In an endeavor to raise awareness about how phone addiction can put those around you in harm's way, Mlab created text walking lanes in Antwerp, Belgium. The city's sidewalks now have a designated area right down the middle where cell phones can be used. While at first glance it might seem like a public safety measure, it is actually a marketing campaign.
The text walking lanes for pedestrians are intended to make people think about what it means to send a text while walking and why it's important to pay attention to what's going on around you. In addition to collisions with pedestrians or poles, you could also be putting your own life at risk if you rely solely on peripheral vision and cross the street.