Lifepaint, which won a Cannes Lions Grand Prix in the Promo & Activation category in June, is a reflective spray aimed at increasing the visibility and safety of cyclists on the road.
The safety paint is invisible by daylight but reflects light in the same direction as the light source at nighttime. It can be applied to clothes, shoes, helmets and accessories, and can be washed off.
It was originally distributed through six London bike shops as part of a limited pilot in April. However Volvo is rolling out the spray to participating dealers from tomorrow (24 October), before the clocks go back and nights draw in on Sunday.
Approximately 60 dealerships will be hosting open events across the weekend to demonstrate LifePaint and offer free applications to interested consumers.
Nick Connor, managing director at Volvo, said: "Every year more than 19,000 cyclists are injured on the UK’s roads. At Volvo, we believe that the best way to survive a crash is not to crash at all, and are committed to making the roads a safer place by reducing the number of accidents.
"By making cyclists increasingly visible as well as increasing the safety capabilities of our cars, we are doing our utmost to protect everyone on the road."
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