Source - http://innovation.uk.msn.com/personal/will-new-airbag-for-bike-riders-help-to-save-cyclists
The latest innovation in cycling technology is this cyclist airbag which has been designed to protect both cyclists and bikers as they are most vulnerable and statistically account for most of the road deaths on UK roads on a yearly basis. The product goes within a helmet and when expanded goes around the persons head protecting them like a car air bag which will reduce head traumas and deaths. I feel this product is a good idea and can be promoted more by advertisers including it in their campaigns such as the "think bike" ones which really grab your attention and shock you.
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