Genius. Now available in spray cans from Volvo.

October 30, 2015

Volvo has launched a great initiative called LifePaint. It’s come from their belief that road safety shouldn’t just be for the few, but for everyone.

Like all great ideas this invention is brilliantly simple.

It’s a spray can that has smart water in it. You spray it onto your clothes or your bike frame. It’s invisible during the day, but becomes highly reflective when headlights hit it. It’s water-soluble and it lasts about one week from when it’s sprayed on.

Now you see it, now you don’t

It’s part of Volvo’s stated aim that: “By 2020, no person will be killed, or seriously injured, by a new Volvo.”

And you can’t argue with the results.

The spray makes cyclists far more visible. And that’s surely got to be a good thing.

Highly visible when headlights hit the spray

Highly visible when headlights hit the spray

Or so you’d think. While researching this article, I came across a group of people who think that this is a bad idea. And they’re all cyclists. They argue that this is part of the automotive industry’s plan to blame everyone except car drivers. Which I just don’t get. Volvo doesn’t appear, to me, to be blaming anyone. They seem to be genuinely trying to make a difference.

Surely anything that makes cycling safer has got to be a good thing?

Some protesters have suggested that Volvos should be sprayed with LifePaint. Others argue that the paint isn’t particularly effective.

Even the London Cycling Campaign (LCC) seem to be against the paint.

Rosie Downes, Campaign Manager at the London Cycling Campaign, says:

“Life Paint and its accompanying marketing campaigning is a slick idea, but will it reduce road danger? We don’t think so: collisions aren’t caused by cyclists not wearing reflective paint.

“The video tells us that cyclists need to make themselves visible, but neglects to mention that drivers who are not paying attention can and do hit anyone, whatever they are wearing. The money spent on this campaign – and on the product itself – could be much better spent on concrete measures to reduce road danger, by improving street design and tackling driver behaviour – not giving drivers a reason to take less care.”

I don’t see it as giving drivers another reason to take less care.

I see it as a great idea that’s part of the solution to making roads safer. I absolutely agree that driver education is the way forward. But enforcement by the police would make a big difference.

How often do you see people on their phones? How often do you see people in slow-moving traffic texting or using their phones to get online? How often do people drive without paying attention?

These are the things we need to eradicate.

Here’s a great advert from Tower Hamlets that shows how dangerous texting is while driving (it’s as dangerous as driving drunk!). They’ve simplified the problem and then exaggerated it, creating a hugely powerful image that hammers home the point.

Simple yet hugely powerful

Simple yet hugely powerful

Volvo has a history of safety firsts. They’ve been responsible for many safety features we all take for granted nowadays. The first three-point seatbelt. First rear-facing child seat. First to offer side-impact airbags. First to offer a blind-spot information system (that really benefitted cyclists). The list goes on. They are true innovators. You can see more of what they’ve created in this timeline video.

This history of innovation in safety has underpinned their advertising for a long time. I think LifePaint is another area where they’re trying to use smart thinking to make the roads safer. Here are some previous examples:

Designed to crumple and protect the occupants

Designed to crumple and protect the occupants

Volvo cotton wool

Simplify, then exaggerate

A great thought that won loads of awards

A great thought that won loads of awards

One of my writing heroes, putting his money where his mouth is

One of my writing heroes, putting his money where his mouth is

There are a huge number of things we need to improve to help make our roads safer. Driver behaviour and concentration have to be at the top of the list. But anything I can do to improve my chances of being seen while I’m cycling is a great idea by me.

And I think that LifePaint is a great idea. Let’s not forget, Volvo is under no obligation to do this. So let’s try and not be cynical. Let’s embrace a great idea that will help cyclists be more visible and safer.

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One Response to “Genius. Now available in spray cans from Volvo.”

  1. bgddyjim Says:

    I agree… I own a Sugoi Zap jacket for night riding. I bought it after almost hitting a cyclist myself, heading to work at 5:30 in the morning. He was darn-near invisible till I was right on him. No reflective gear in the dark is a bad idea, pure and simple. Anything that makes me more visible (except that God awful Hi-Viz yellow) is a good thing.


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