article: The Philadelphia Office of Transportation aims to get the city's pedestrians off their phones by sending a man in bubble wrap out to spread their safety message to the people. A video from the office features characters in 'safety suits' including Bubbleman, a 'Fashionista' wrapped in the poppable material and a young man in flashing lights. The campaigners are seen talking to residents about the dangers of not looking up from one's phone, including the fact that 37 people died from being hit by cars last year. While other safety programs are directed at keeping motorists from hitting and killing pedestrians, the City of Brotherly Love's is focused on those walking around the city. Scroll down for video . A video from the Philadelphia Office of Transportation shows characters such as Bubbleman talking to residents about the dangers of phone usage while walking around the city . A character called the Fashionista (center, in bubble wrap) said 'jaywalking is the new catwalking' as part of a snarky reminder to pedestrians to be aware of their surroundings . It is aimed at 18 to 25-year-olds who the campaign says are most likely to be hit by cars while on their phones. More than 40 per cent of drivers who hit pedestrians and 30 per cent of the 1,800 pedestrians that are hit are 18 to 34, Mayor's office planner Ema Yamamoto said, according to Plan Philly. The snarky video's Safety Suiter characters say they 'can't think of any other way to not get hit by a car' besides wearing their ridiculous costumes. Another character, the Fashionista, says that 'jaywalking is the new catwalking'. A 'Tech guy' in a helmet with flashing lights on his body also gave information to residents, including that 37 pedestrians died last year . The SafetySuiters (played by different actors) are part of a campaign to drive down pedestrian deaths among young people, based around a series of slogans including 'It's road safety, not rocket science' Large signs in Philadelphia that say 'Pick Your Head Up'  are also part of the bid to end phone use, which is thought to contribute to five people being hit per day. The campaign, which has more slogans such as  'It's road safety, not rocket science' and 'jaywalking can lead to not walking', also includes signs meant for drivers on its website. One says 'Cars have bumpers, people don't'. Some have criticized the Philadelphia campaign for focuses too much on pedestrians and blaming them for getting hit by cars. Twitter user JonasMcivitas called the ads 'tone deaf'. 'Certainly everybody is responsible for paying attention to their surroundings. But a car can kill people. Drivers should be a million times more the focus of this campaign because a driver bears the responsibility for not killing people,' local planner Victoria Harris said. Some have found Philadelphia's safety slogans such as 'jaywalking can lead to notwalking' to be 'tone deaf' Some pedestrian advocates and urban planners have criticized certain safety education efforts for placing blame on those who are hit by cars. Above, a campaign in Montgomery County, Maryland . The pedestrian safety coordinator for Montgomery County said that the graphic campaign was to help humanize pedestrian victims of accidents . Yamamoto said that the new campaign was simply explaining good behavior for smartphone users, who 'need to be aware of their surroundings'. Backlash against the campaign follows a similarly controversial public education effort in Montgomery County, Maryland, outside of Washington DC. Posters with tire marks over young people's faces were seen as blaming them for their own deaths, though the pedestrian safety coordinator told WTOP that the Street Smart campaign was an attempt to humanize victims. New York City's Vision Zero campaign against accidents, which has included speed limit reductions, focuses on drivers. The metropolis saw 132 pedestrians die last year, the lowest number on record, according to the New York Times.
highlights: Road safety video stars walk streets in bizarre 'safety suit' costumes .
  Campaign says that 37 people pedestrians killed each year in Philadelphia .
  Some have criticized program for blaming those hit rather than motorists .
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