Heads up is a road safety campaign by Newcastle City Council and Northumbria Police to tackle the number of pedestrian accidents in the city centre. The campaign uses #distracted to raise awareness of the dangers of not paying attention when crossing the road.
The joint campaign was launched in May 2015 after rising figures show that the biggest cause of accidents in the city centre was failure to look properly when crossing the road – usually through distractions such as mobile phones or listening to music through headphones.
It forms part of Northumbria Police's Road Safety Operation Dragoon which is aimed at keeping the roads safe for everyone.
The #distracted campaign is part of a number of initiatives with partners to make Newcastle safer. These include using engineering to design out accident blackspots and calm traffic, safer and improved junctions and pedestrian crossings, educational and awareness programmes with schools, colleges, universities and with commercial drivers such as bus operators and taxi companies.
There is also a wider fiver year transport plan to improve the city’s infrastructure to make Newcastle more pedestrian friendly, better for cycling and to ensure public transport services have more reliable routes.