Motorists are responsible for most accidents between vehicles and bikes. We simply have a blind spot when it comes to bikes. Experts call this “inattentional blindness” – an inability to see an unexpected object in plain sight. We wanted to hardwire a new behaviour with motorists to think bike when they make a turn. Using the sound of the turning indicator to say bike, bike, bike, we encourage drivers to be extra vigilant and to see what they were missing.