The Highest Accident Road in the UK Has Packaging-Inspired Protection

Confused.com, the insurance comparison website, chose the 50th anniversary of the introduction of bubble wrap (January 27th) to promote their safety message. They wanted to warn drivers, especially with the dangerous winter road conditions this year in the UK, that Somerville Road in Worchester has the highest accident claims in the entire UK, with about ten claims a year for the past ten years.

In response, they erected a sign that reads ‘Accident Avenue’ and covered everything on the street—from cars to dog houses to swing sets—in bubble wrap. It took eight people and 1,200 square meters of the wrap to accomplish the stunt.