SMS Dangers: Send, Bump, Bruise

Walk & Text Wounds may be the next front in the attack on texting by the powers that be within the Nanny state? Just wait until state legislators get wind of an investigation by the Star Newspaper, one of those cheeky London Fleet Street papers known for their bodacious page 3 girls, that's the front page on the right>>>>>>>>>oh, you already noticed?

According to the Star's crack investigative efforts, over 6 million Brits were injured in some way because they were so immersed in the experience of sending an SMS text message they failed to look up! Most seemed to be situationally unaware of such things as lamp posts and other immovable objects including garbage cans (trash bins in Brit speak), car barriers (bollards), or stepping off the curb (pavement).

Broken Bones & Fractured Skulls, oh my!

These were not simple "slip and falls" or Text Messenger's Thumb which I've written about before, but ranged from broken noses to fractured skulls. The survey was sponsored by the British information (directory) service provider 118118, which is quite adept at driving awareness with their off beat marketing. BONG!

According to the Daily Star, there are now plans to set up "mobile lanes" akin to bicycle lanes for text addicts to skirt around dangerous spots.' Now that's a good mix, speeding bikes and wandering pedestrians looking down at their iPhone. Layer in all those who are  listening to their "life soundtrack" with iPod ear buds, and CRASH!

According to an interviewed activist from a group called Living Streets, who warned: “Our pavements are increasingly becoming obstacle courses.” Huh, what's changed here in regards to sidewalk topography?

Aha, here's the culprit--commerce. To protect and serve the texting public 118118 has launched a pilot project protecting such lame texters by installing texting bumper guards on offending lamp posts and other obstacles in London's Brick Lane starting yesterday. 118118 spokesman William Ostrom said: “Hopefully this scheme will reduce the risk of embarrassing injury.” Scheme indeed.

Very clever way for 118118 to get their brand "close" to their consuming public and very consistent with their intruiging brand positioning!

So what do you think of 118118's innovative way to bring attention to their brand, slick advertising or sorry excuse?