Just heard the end of the segment on Radio Newcastle about an initiative Arriva are carrying out alongside the RNIB.

Can't find anything specifically local to the Newcastle area on the Arriva website, but it seems it is a nationwide initiative judging by this press release www.arrivabus.co.uk/stop_for_me/.
Found this though on the not very user friendly ITV mobile site www.itv.com/news/tyne-tees/ (scroll to the bottom)