Every year more than 19,000 cyclists are injured on the UK’s roads. Volvo's vision that by 2020 no-one will be killed or seriously injured in a new Volvo inspired LifePaint - a unique reflective safety spray aimed at increasing the visibility and safety of cyclists and other vulnerable road users. Invisible by daylight, it glows brightly in the glare of car headlights, making the invisible visible at night. After 20 days, the campaign had received more than 4m YouTube views (in 139 countries), generating overwhelmingly positive feedback. The story was covered by news outlets across the globe, from Wired, Buzzfeed and Mashable to USA Today, ABC News and the Sydney Morning Herald - to name just a few.
The product is now available via Volvo dealerships in more than 50 countries and, as of December 2016, online here.