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Volvo launches 'Life Paint' initiative to improve cyclist safety

02 April 2015

Volvo Car UK has introduced Life Paint, an easily washed-off, reflective spray product aimed at increasing the visibility and safety of cyclists on the road.

Life Paint was conceived by creative agency Grey London and has been produced in partnership with Swedish start-up Albedo100.

It is a reflective safety paint which is invisible by daylight, but in the dark reflects light in the same direction as the light source, shining brightly to illuminate the objects it has been sprayed on.

Life Paint is transparent and can be washed off. It can be applied to clothes, shoes, helmets, pushchairs and children’s backpacks – even dog leads and collars. Its aim is to make the invisible visible at night.

Life Paint has been trialled in six London-based cycle shops, where 2,000 cans were given away free of charge. If it proves popular, the project will expand nationally and internationally.

Adrian Walsh, Director of RoadSafe, a leading forum for promoting and devising solutions to road safety problems, said: “Driving a car is a complex and demanding task.

"In poor light conditions it becomes even harder, especially in towns and cities where the road is often shared with cyclists and pedestrians.

"This innovative technology will certainly help to make it a safer place and it is really encouraging to see a manufacturer reaching out to make pedestrians and cyclists less vulnerable.”

For more information about Life Paint, click here.

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