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. 6.5m+ people have watched the film on YouTube and 50,000+ have mentioned it on Twitter – with NO paid media or seeding budget. The majority are 25-44-year-old males – right on target for Volvo’s desired target audience.
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