Drivers are being urged to slow down when it's raining after almost 3,000 people were killed or seriously injured when driving in the rain last year. England's Highways Agency used a rain activated paint to deliver the message to drivers outside the front of motorway services when it rained.

Design Team

Street Advertising Services

Highways England launched a new safety campaign warning drivers that 'when it rains, it kills' after the latest statistics showed that people are 30 times more likely to be killed or seriously injured on the roads in rain than in snow.

The figures also reveal that travelling too fast for the current conditions was identified as a factor in 1 in 9 road deaths in Great Britain last year, with drivers failing to alter how they drive in response to changing conditions on the road.

In their multi-channel campaign, Highways England warned that even driving within the speed limit in wet weather could be dangerous if drivers don't allow extra space between them and the vehicle in front. And the message was reinforced with rain-activated paint messages visible to people leaving motorway services when it rained. The bespoke formulated hydrophobic solution was created by Street Advertising Services and is totally invisible when dry but in the wet repels water, leaving a dry and easily readable contrast on the wet pavement. The solution can last up to three months, perfect for the duration of the typically wet English Summer.

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