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Safety Strategy Paints Cyclists

Friday, April 10, 2015

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Car manufacturers often boast the safety statistics of their latest vehicles, but one auto maker has taken its safety initiative to the streets with a reflective paint aimed at making cyclists more visible.

Swedish auto manufacturer Volvo announced its new LifePaint, a spray-on water-based paint that's invisible during the day and highly reflective at night.

"Every year more than 19,000 cyclists are injured on the UK's roads," says Nick Connor, managing director at Volvo Car UK.


Volvo has introduced a new paint that is "invisible by daylight" but "glows brightly in the glare of car headlights, making the invisible visible at night."

"At Volvo, we believe that the best way to survive a crash is not to crash, and are committed to making the roads a safer place by reducing the number of accidents."

Accident-Free by 2020

The transparent, non-toxic paint can be applied to any surface for a nighttime glow-in-the-dark effect, according to Grey London, a creative agency in the UK who developed the idea in collaboration with Swedish startup Albedo100.

"Invisible by daylight, it glows brightly in the glare of car headlights, making the invisible visible at night," the agency says.

Its reflective effects dissipate after 10 days.

The initiative is a move by Volvo to promote safety in and out of its cars. The car maker has also added Intellisafe, a pedestrian and cyclist detection system, to new vehicles.

Together, LifePaint and Intellisafe contribute towards Volvo's "Vision 2020"—the concept that no one should be killed or seriously injured in a new Volvo by 2020.

This video from Volvo LifePaint demonstrates how the paint can make cyclists glow in nighttime traffic.

"By making cyclists increasingly visible as well as increasing the safety capabilities of our cars, we are doing our utmost to protect everyone on the road," Connor says.

Safety 'Inside Out'

"Our job isn't just to advertise our clients," Grey London's chairman/CCO Nils Leonard said in a press release.

"[I]t's to help them make a positive impact on culture. WIth the creation of LifePaint, we've turned Volvo safety inside out, giving it away to the most vulnerable road users.

"What more positive action can a brand take than to try to save lives?"


Tagged categories: Accidents; Asia Pacific; Automotive coatings; EMEA (Europe, Middle East and Africa); Health & Safety; Health and safety; Latin America; North America; Reflective coatings; Spray Paint

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