Every year +19,000 cyclists are seriously injured on UK roads. Cycle safety is an issue that the media and consumers care deeply about. We launched Volvo LifePaint - a unique spray paint turning ordinary objects into high visibility safety gear - invisible in daylight but which stands out in headlights at night. Six launches at London’s most influential cycling stores saw the first 2000 free cans gone in hours. We achieved 130m+ impressions on Twitter within 20 days, with 188m+ in total across 156 countries. LifePaint now has its own Volvo parts number and is available in dealerships worldwide
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