Danish Road Safety Council: Helmet Has Always Been A Good Idea

The Danish Road Safety Council released a film as part of its year-long campaign in Copenhagen to increase awareness around the importance of wearing a helmet when riding a bicycle.

Background

Danes love their bikes. Copenhagen is the world’s most cycle-friendly city (World Economic Forum). The city has over 675,000 bicycles and just 120,000 cars, meaning bikes outnumber cars by more than five-to-one, almost one third (29%) of all journeys across Copenhagen made by bike.

One problem; helmets have never become as popular as cycling itself. Around 45% of casualties in Copenhagen met their end on a bike and only 47% of cyclists wears a helmet. The task is to get cyclists in cities age 25-55, primarily men, to wear a helmet.

The Danish Road Safety Council works with both...

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