The number of car-pedestrian or car-bicyclist accidents has increased in the Southern Tier over the last few years. And it's mostly due to distractions. Our Lara Greenberg has more on what Chemung and Steuben counties are doing to reduce that number.

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ELMIRA, N.Y. -- "If there's one commonality to the crashes we've been having recently, it's distraction."

That's why the Transportation Safety Boards from Chemung and Steuben counties announced a new campaign Wednesday: Be Alert, Distraction Kills.

"A distraction is a distraction. It happens to brand-new drivers. And it happens to very experienced drivers. And it only takes one second, less than a second, for something to happen," said Corning Police Chief Sal Trentanelli.

The two counties will work together to put up more signage in the area. They also plan to make YouTube videos and PSA's to get the message out to kids. And the Elmira Police Department's new driving simulator will also be part of their mission.

"We'd like to get it somehow incorporated in with the schools. And certainly, you know, we're going to make this simulator available to other agencies, Steuben County if they'd like to use it," said Elmira Police Chief Michael Robertson.

Officials say drivers aren't the only ones who are distracted on the roads, pedestrians and bicyclists also need to be more alert.

"Whether it be motorist, whether it be the pedestrian, whether it be the bicyclist, everyone needs to pay attention," said Robertson.

And it's not just cell phones. Officials say music, eating and even makeup, can also grab people's attention.

They admit it's not likely the campaign will prevent every car crash, but if they can reduce the number of fatalities, they say it will all be worth it.

Some of campaign will be paid for with grants from the Governor's Traffic Safety Committee. They hope to have the campaign up and running by the fall.