This activity aimed to continue awareness of why cyclists are so vulnerable on London’s roads. In so doing so, we wanted to give drivers and cyclists a better understanding of why drivers need to work harder to look out for cyclists and why cyclists need to make themselves more visible. The target was London’s cyclists and drivers. We needed to re-contact those who had seen the previous activity and maintain the surprise. Cyclists are vulnerable on the road because often drivers just don’t see them. One reason for this is called ‘change blindness’ where our brains make seemingly obvious changes in a scene almost impossible to spot. Simply being told this would sound like having a science lesson, so we created an ad that allowed people to experience the phenomena for themselves, thus making an extremely compelling case for both drivers and cyclists to be more careful.