A campaign is under way to stop pedestrians walking out in front of Luas trams in Dublin.
CCTV footage from Luas drivers' cabs shows people putting themselves in danger because they are distracted by their phones, deafened by their music or even blinded by their hoodies.
In most cases the result is a near miss.
The campaign message asks: "Is being in a hurry or distracted really worth your life?"
Brian Brennan, managing director of Luas operator Transdev, said: "This year alone Luas drivers have had 71 near misses with pedestrians.
"These could all have been tragedies and most, if not all, of the incidents were caused by pedestrians being distracted by their phone.
"Our message is stay focused - think safety. Being distracted is dangerous and can be fatal. Listen out, the phone can wait, watch out for trams."
The safety campaign is backed by the Railway Procurement Agency and the Department of Transport.
