The New York City Department of Transportation is hoping that a new campaign will decrease pedestrian accidents by increasing pedestrian alertness. The efforts are an alternative to implementing a new vehicle traffic law, and the hope is that a culture change among both pedestrians and drivers is all that is needed to improve safety. Distractions abound in today's mobile society. Consequently, pedestrians face a heightened risk of being involved in an accident due to their inattentive behavior. Whether it's talking or texting on a smart phone, listening to music or becoming otherwise distracted, too many pedestrians are stepping off of curbs into busy traffic without first looking both ways. Now, officials are hopeful that a simple awareness campaign strategy will produce the desired results. The central feature of the campaign is a logo entitled "LOOK," which will be emblazoned onto the crosswalk corners of the city's 110 most dangerous intersections for pedestrians.