Texting and walking is a relatively modern epidemic; young kids walking across streets with their faces buried in iPhones seem to be more concerned with the latest celebrity tweet than whether or not they’ll be hit by a car. At one school it’s become such a problem, the creative director thought it’d be a good idea to create a texting lane for those who decide to multitask (and may not be very good at it).

At Utah Valley University, you can now find a “texting lane” in the stairwell of the brand new Student and Wellness Center, along with two other lanes designated for “walking” and “running”. This was the brainchild of Matt Bambrough, creative director at UVU, who says his idea is a design project, laced with some tongue-and-cheek humor.

“You have 18-24 year olds walking down the hall with smartphones, you’re almost bound to run into someone somewhere; it’s something we’re dealing with in this day and age,” Bambrough told Fusion. “But [preventing collisions] isn’t the reason we did it -- we did it to engage the students. It’s meant to be there for people to look at and enjoy.”

Bambrough’s idea not only proves to be a motivator for students to look away from their phones, and enjoy the joke, but to also draw attention to a problem that one student says, has become quite the annoyance. Kenzie Jones, the sports editor for UVU Review, the student newspaper, explains that a lot of UVU’s campus provides indoor walkways to get between buildings. While this proves useful in the winter months, it’s become commonplace for those hallways to be blocked by students glued to their mobile devices. “People just walk slowly with phones in front of their faces,” Jones told Fusion.

Jones said she once saw a student texting while walking crash into another student holding a trombone, causing that student to nearly fall. All because he missed the sight of a trombone. A trombone people.

Assistant news editor of the student newspaper, Robert Poffenberger said that student-on-student collisions are rare, and most collisions are caused by students walking into inanimate objects.

“They walk into barriers, chairs on the side of the hallway, or railings,” Poffenberger said. “I’m sure they’re fairly embarrassed.”

What’s more embarrassing? Being the guy that uses the texting lane, I would presume.

Though Bambrough admits to having texted while walking before, he hopes that his new design project will, at the very least, compel students to look where they’re walking.