The British firm Proviz — famous for their self-illuminating cycle clothing and this year’s breakthrough Reflect360 range of kit — has teamed up with ad agency AMV BBDO and digital studio Caviar Digital to create ‘Out of the Dark’, an interactive ride experience through London that highlights the importance of being seen at night for a cyclist.
>> Struggling to get to the shops? Try 6 issues of Cycling Weekly magazine for just £6 delivered to your door <<
The video, which follows a cyclist riding home from work in the dark, allows the viewer to click on screen to see what the cyclist looks like when using a Proviz Reflect360 jacket and when not. The video also suggests what the different experiences and outcomes of not being highly visible on your bike could be.
Proviz Co-Founder Anthony Langly-Smith said: “Most cyclists understand the importance of being seen when cycling at night, but many cyclists are riding with little or no reflective material. We hope viewers will play around with the video and share it with friends and family so that as many cyclists as possible are aware of the safety benefits of being seen at night.’
Of course, no amount of high visibility clothing can make up for not having a decent set of lights on your bike, but can certainly be a beneficial addition.
And as part of Proviz’s commitment to cycle safety, Proviz will donate £5 to the Royal Society for the Prevention of Accidents for every Reflect360 jacket purchased through the video.
Michael Corley, RoSPA’s head of campaigns and fundraising, said: “Cycling at night can be a risky business — so it’s really important that cyclists do all they can to be seen by other road users. Proviz’s Reflect360 jacket is a great way to increase visibility in the dark – while also raising awareness of our charity’s vital work.”
The video is best viewed on a desktop at outofthedark.tv