For many people, their mobile phone is more important than life itself. This tongue-in-cheek insight helped us develop a unique and thought-provoking mobile phone awareness campaign for pedestrians. Instead of presenting the inherent threat to a pedestrian’s physical being of walking while using their phone, we chose to highlight the dangers to their phone. Believing that the potential damage caused to their device would provide greater motivation to help change behaviour. So far this campaign has been used by multiple boroughs at crossings and exits to secondary schools.