Awesome PR stunt: Britain's first 'Safe Text' street with padded lampposts

Wow, what a PR stunt!
British humor at its best.

Paddding lamp posts and draw lines on the pavement

* Pretend to be serious.
* Publish a study and people will jump on that 'scientific' train.

Classical PR linkbait by a classical company on a London road attracts classical media (and me). Kudos for that great and funny approach.

The scientific hook

Britain's first 'Safe Text' street has been created complete with padded lampposts to protect millions of mobile phone users from getting hurt in street accidents while walking and texting.

Around one in ten careless Brits has suffered a "walk 'n text" street injury in the past year through collisions with lampposts, bins and other pedestrians.

The 6.6million accidents have caused injuries ranging from mild knocks and embarrassing cuts and bruises through to broken noses, cheekbones and even a fractured skull.

Here is the full story: Brick Lane made Britain's first 'Safe Text' street with padded lampposts to prevent mobile phone injuries

What is the whole PR stunt good for?

From the about page of 118.com:

Text your question directly to us, you already know the number, its 118118, We’ll text you your answer back, each response only costs a pound.

Only one British pound...