Swedish car manufacturer Volvo has created a light-reflective spray designed to enhance the visibility of cyclists on city streets after dark (+ movie).
Life Paint comes in a small spray can and consists of a liquid material made up of light-reflective particles. In the glare of a vehicle's headlights, fabrics and surfaces coated with the spray are transformed into high-visibility objects.
The paint was developed in partnership with Swedish reflective spray manufacturer Albedo 100, which has previously created a similar product for use on the fur of pets and horses.
Volvo said that the Life Paint project was aimed specifically at cyclists to help improve road safety in the UK.
"Every year more than 19,000 cyclists are injured on the UK's roads," said Nick Connor, manager of Volvo UK. "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 sprayable, reflective material lasts for up to one week after application and can be washed off without damaging the fabrics and surfaces it was applied to.
Volvo said that although the paint had been developed for cycling in cities, it could also be worn by other vulnerable road users such as pedestrians with push chairs and children.
"Volvo is a world-leader in safety technology, and we are proud to be extending our reach beyond just those driving our cars," added Conner. "We are doing our utmost to protect everyone on the road."
Life Paint is currently being trialled in six London and Kent-based cycle shops, with plans to expand the project nationally and internationally if it proves popular.
The partnership between Volvo and Albedo 100 was conceived by London-based creative agency Grey London, as one of a series of products highlighting the safety credentials of Volvo's new XC90 vehicle.
The firm has produced a movie to promote the project in which road users and survivors of accidents are interviewed, and has designed the website for the project with a map of current retailers who are stocking the paint.
It has also created "invisible" black posters using Life Paint that only reveal themselves in the flash of a camera.
Swedish manufacturer Volvo recently announced its plans to test 100 self-driving vehicles on city streets with members of the public by 2017. The scheme forms part of the company's goal of creating "a crash-free future".
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