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

The Danish Road Safety Council released a film about Vikings to ultimately increase helmet usage among the Danish population by increasing awareness and relevancy, creating a desire of intent to change and facilitate behavioural changes.

Campaign details

Title: Helmet Has Always Been A Good IdeaBrand: Danish Road Safety CouncilProduct: Danish Road Safety CouncilIdea: &Co. / NoACountry: Denmark

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months or lessEuropeNon-specificAdults (26-55)MiddleMedia: 1.600.000 DKK - approx. 215.000 €. Agency: 500.000 DKK - approx. 67.000 €. Production: 2.000.000 DDK - approx. 268.000 €.


The overall objective was to ultimately increase helmet usage amongst the Danish cycling population - men in particular. The specific objectives for The Danish Road Safety...

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