Tag #Bicycle Safety

How does the cultural resistance to wearing bicycle helmets in the Netherlands affect the campaign's strategy?

The low helmet usage in the Netherlands (4 percent) contrasts with the high number of cycling accidents and serious injuries. The campaign's strategy emphasizes self-persuasion through trial events and improved helmet design to overcome ingrained habits and cultural resistance. Targeting specific demographics, like older e-bike users and young children, seeks to establish helmet use as a new habit.