Pedestrians walking with their heads down, too busy looking at their phones to see the impending catastrophe awaiting them, have become the unwitting stars of a new awareness campaign - but not for the reasons they might think.

Axar.az reports citing Daily Mail.

While their hilarious calamities, including one woman who walks straight into a bus stop and a man who falls into a pond, are laugh-out-loud funny, their care-free attitude to their own safety has been used to highlight the dangers of texting while driving.

In a campaign put forward by South Africa's Western Cape Government, the short, and extremely powerful, video begins with circus music fitting to watching people run into things because they're too busy texting. It's hilarious.

But the video takes a sudden serious turn, pointing out that if one can't walk while texting, they probably shouldn't try driving either.

The video is running as part of the Western Cape Government's traffic safety efforts and #ItCanwait campaign, aimed at spreading awareness of the dangers of texting while driving.

'No call or text is worth your life,' the campaign states on its website, which equally notes the increase in traffic crashes caused by distracted driving, including cellphone use at the wheel.