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LAUNCH OF BRAINY BIKE LIGHTS TODAY <br />
Monday 7th April 2014:  Picture Caption L-R<br />
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Cathy Hollingworth, wife of inventor of Brainy Bike Lights, Crawford<br />
Mara Klein, keen cyclist, moved recently from Berlin to London and shocked at how little safety there is for cyclists.<br />
Crawford Hollingworth, inventor of Brainy Bike Lights, behavourial scientist and frightened cyclist.   Launched today priced at £45 per pair www.brainybikelights.com Crawford created Brainy Bike Lights in an attempt to improve urban cycle safety.<br />
Cyclist Lucy Rose Pearson.  Lucy's accident happened when a car tried to overtake her when there was no space and basically drove straight into her.  She was badly injured and is still going to hospital for treatment and follow ups – now passionate to do things to improve cycle safety and wants cycle safety lights/devices to be available and affordable to all.  Cyclist Will Linton.  A dedicated Lycra-wearing road warrior, he was knocked off his bike by a driver opening a car door on him. The result was a broken collar bone, weeks of pain and numerous operations to put it right and reduce the discolouration and scarring.  "Cycling in London is safe, I've just been unlucky," says Linton, who had no qualms about sitting for such a personal portrait. "There is a risk that the graphic nature of my injuries could put people off, but that's not the point. I got back on my bike as soon as I could, and thankfully now the scars are fading."<br />
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Crawford Hollingworth co-founded behavioural economics driven research consultancy The Behavioural Architects in 2012 (the agency won Best New Agency 2013). He invented and developed the lights over the last three years in Oxford and they have been the subject of original research by the Experimental Psychology Department at the University of Oxford.<br />
“Cognitive functions of tired drivers are strained - especially in rush hour when many drive on autopilot. I spend a lot of time riding to meetings on Boris bikes so I'm hyper aw