In the UK, 80% of cyclists have a driving licence and 20% of drivers cycle at least once a month. Volvo's data archive showed that their target audience when compared to cyclists' interests over-index at 185%. Every year more than 19,000 cyclists are injured on the UK’s roads. Volvo’s intellisafe system prevents collisions between their cars and cyclists but there are many cars that do not have intellisafe.
So for people not in a Volvo, we provided LifePaint; a reflective spraypaint for cyclists to use on themselves. Volvo partnered with the 6 most influential bike shops in the UK and distributed LifePaint directly to the target, cyclists. Nick Connor, Managing Director at Volvo Car UK, said: “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." The most severe injuries happens in the dark hours making visibility crucially important. LifePaint makes cyclists visible to drivers when the only light on the road are headlights.