Caltrans:

Motorists, pedestrians and bicyclists are being encouraged to "Look Both Ways" and watch out for each other and themselves. Pedestrian-involved accidents have increased over the last few years due to several factors, such as increased traffic, increased population and distracting cell phone usage by motorists and pedestrians. The campaign reminds everyone to be more cautious and always watchful for people while you are on the road---whether you are walking, driving or riding your bike! (emphasis added)

Thanks to Streetsblog Cal.