Think! Wear a
Bike Helmet
 

With more than 60% of serious bicycle accident injuries being preventable with the use of protective headgear, these posters aim to get cyclists wearing a helmet on every ride. 

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Series 1 uses shocking metaphors to help the target audience understand how delicate and vulnerable their heads are, comparing unprotected heads to fragile items such as shattered glass lightbulbs, crushed tomatoes, and spilled pots of brain-like bolognaise sauce.

 

Series 2 warns people to not leave their safety up to chance. It compares the risk of not wearing a helmet to that of gambling, except instead of losing money, choosing to not wear a helmet comes with the risk of death.