3M has changed the promotional messages for its Scotchlite reflective material to reflect the personal concerns of end users.

Slogans such as “Visible protection in a chaotic world” or “Stand out from the crowd” have been chosen after research among user groups including construction workers, firefighters, the police and workers in the utilities. This research showed that one of the main reasons for wearing high-visibility clothing was that it allowed users to concentrate on their work, secure in the knowledge that they could be seen and were therefore safer.

Helen Antcliffe, marketing executive for 3M Scotchlite Reflective material said that the message needed to move on from driving home the risks or the virtues of reflective materials.

The messages will appear in a new range of literature and point-of-sale material available to distributors of high-visibility garments.