Every year in Finland, 4,000 reindeer die from car strikes, causing an estimated e €15 million in damages.
In an effort to reduce the carnage, the Finnish Reindeer Herders Association has been applying fluorescent paint to the animals, which works well on fur but best on antlers, which can be seen from all angles.
“There are some problems with the durability and utility” says the Association, “but the product development continues.”