In what's clearly a publicity stunt, direct enquiries company 118 118 have teamed up with the charity Living Streets to protect inattentive texters from the dangers of the street.

Protective padding has been placed around lampposts and other hard, vertical objects in Brick Lane, London, after said survey found this area was found to have the "highest number of 'walking and texting' injuries in the country".

Apparently if the scheme is successful then the trial will be rolled out to Birmingham, Manchester and Liverpool. We say let anyone who's dumb enough to collide with a lamppost bash their heads, it might knock some sense in.

>> Video - ITN
>> Via - Yahoo news
>> And - Gizmodo