Brief Description: In 2007, 21 cyclists in London died because they weren’t seen. This paper shows how a small budget campaign of £600,000, reduced deaths on London roads by a third. The challenge was to find an idea that didn’t discourage cyclists from riding, or place blame for the accidents. The strategy therefore was not just to tell drivers that cyclists weren’t seen, but to actually prove it, by creating a test that made viewers experience how easy it could be to look, but not see. The communications approach was to create a film showing the limitations of the viewers’ own brains. The test has been experienced by over 13 million people, saving an estimated £2.3 m in human and administrative costs, and resulting in payback of £3.66 for every £1 spent