Drivers who overtake too close: We have our iONu

Poor driving standards mean every cyclist could do with eyes in the back of their head. Now they can have them, with the iONu device developed by cycle insurer, The ETA.

iONu is an inflatable mask that cyclists wear on the back of their heads to give approaching drivers the impression they are being watched.

https://www.youtube.com/watch?v=M8K6oWate5I

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The ETA was inspired to build the iONu after asking 800 cyclists to name their least favourite aspect of life on two wheels. 52 per cent of respondents cited ‘cars and lorries passing too close’ as their number one complaint.

I have my iONu - but how does it work?

Establishing good eye contact with other road users is a fundamental aspect of staying safe - whatever the mode of transport. However, the iONu inflatable mask draws on a simple technique first tested 30 years ago in India. Tigers almost always attack from the rear, so the thinking is that a mask worn on the back of the head confuses the tigers enough to prevent attacks. The Indian government issued groups of workers with masks after the idea was shown to have worked.

Furthermore, the psychology behind iONu is supported by a project which demonstrated that bicycle theft can be significantly reduced by placing large photos of staring eyes above bike racks.

The two-year experiment conducted by Newcastle University on campus grounds reduced theft by 62 per cent. Furthermore, bike theft in those areas without the posters rose by a similar amount, suggesting the crime had been displaced to other locations rather than eliminated.

In a previous study in 2006, the same scientists looked at the impact of images of eyes on contributions to an honesty box in a tea room. They found that people put nearly three times more money in the box when there were eyes compared with flowers. Then in 2010 they found people were more likely to clean away their tray after a meal when there were eyes watching them.

The iONu mask goes on sale on 1 April for £49.95.

ETA cycle insurance

ETA cycle insurance offers a sympathetic policy on storage. For example, as long as a shed door is locked the bicycles stored within do not require any further security. In addition, the policy covers stolen quick-release components and for added peace of mind, claims are handled in-house. Furthermore, bikes are never devalued, no matter their age. Hardly surprising that The Good Shopping Guide voted us Britain's most ethical insurance company 2016.

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