The Saskatchewan Brain Injury Association's new helmet campaign is funny and effective. They are giving away free helmets as part of their education campaign this year. They are also cross promoting them as appropriate for CFL Roughrider football games. The new helmets are watermelon themed which fits right in with the Roughrider fans enthusiasm for wearing watermelons to their games.
Each week a cyclist dies in Canada, and those deaths are preventable. 80% of them weren’t wearing a helmet. The SBIA hopes this helmet awareness campaign puts smiles on people’s faces and helmet’s on their heads.
Brain Injury Associations across Canada want parents and caregivers to lead by example wearing helmets. One day it was become as instinctive to wear a helmet as to strap a seat belt on.