A funny parody of a fearmongering helmet ad

Listen to this.

Contrast it to the original ad.

A bicycle activist has created an amusing parody of a fearmongering ad commissioned by a government agency to promote bicycle helmets.

The ad makes this extraordinary claim:

“Don’t think that little ride to the shops warrants wearing [a helmet]? Well I’ve got news for you. Even on a short ride you can have a big fall and you can suffer a MAJOR brain injury

This is misleading nonsense for two reasons:

  1. The chance of getting a major brain injury while cycling gently to the shops is less than when crossing the street as a pedestrian. To tell cyclists they have been singled out to wear a helmet when their risk of head injury is lower than others makes no sense.
  2. It is suggested that wearing a helmet would prevent a severe brain injury. That is not true. Bicycle helmets are not capable of doing that. On the contrary, they are known to increase the risk of brain injury. It is ludicrous to use brain injury scare tactics to push people towards the “safety” of polystyrene helmets that are known to increase the risk of brain injury.

This ad misleads people by reinforcing two myths:

  1. Cycling is dangerous
  2. Wearing a polystyrene hat makes cycling “safe”

These myths have been refuted many times, like here for example:

  1. Cycling is safer than netball.
  2. Bicycle helmets increase the risk of accidents and injury.

The core message people retain from such ads is that “cycling is dangerous”.  Helmet promotions like this one are known to scare people of cycling. This turns people away from a safe, gentle and healthy mode of transport.

This “message” was commissioned by “road safety” bureaucrats who are very generous with taxpayer’s money to fund propaganda. How can it be money well spent to tell people that cycling is dangerous when other bureaucrats from the health department are spending taxpayer’s money to encourage cycling? It is our money they are wasting.

HelmetFreedom has put together an analysis of this misleading ad.

HelmetFreedom has also some sample letters you can use to write to your MP, so that we can put an end such waste of our money.

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Federal government abandons compulsory helmets policy

The Federal Government instigated in 1989 the nationwide policy of compulsion to wear a helmet, by offering ‘black spot’ funding for roads to the states and territories. All complied by 1992.

In 2009, CRAG made a comprehensive submission to the Prime Minister calling for the Government’s policy on helmets to be based on sound evidence of their efficacy. We (CRAG) said that the prime need was to protect the brain, the main site of fatal and disabling head injury, but that research had shown a potential for helmets to aggravate it.

We also pointed out that cycling declined sharply after helmets became compulsory. Benefits of the exercise for health were lost, but the risk of serious casualty, including fatal head injury, increased compared to other road users. As the policy had failed to serve its purpose, we called for corrective action.

The PM did not directly reply to our submission. Instead, the Federal Government quietly abandoned the policy later in 2009, stating in a letter to CRAG:

“Please note that helmet wearing policies are entirely determined at a state and territory government level and not linked to federally administered black spot funding”.

Despite being the instigator of this policy, the federal government has now disowned it, and refuses to take responsibility to fix it.

The federal government remains responsible for the mandatory standard for helmets. It is supposed to guarantee the efficacy and safety of helmets, but it does not. The standard does not contain a test for rotational acceleration, that would assess whether helmets can aggravate brain injury.

We in CRAG are working to press the Federal Government on the mandatory standard.

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Political parties supporting cycling

In Australia, the Liberal Democratic Party supports cycling through its policy opposing victimless “crimes”. It states about the bicycle helmet law:

Mandatory bicycle helmets – not only are such laws offensive to liberty, but they do not achieve their aim.

You may not be able to vote for the Liberal Democratic Party for the parliament (local Member of Parliament), but you can vote for the Liberal Democratic Party in most states for the senate.

In Western Australia, the Democrats support the decrimilisation of cycling without a polystyrene hat. You can vote for the WA democrats in the senate.

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US government drops claim that helmets reduce 85% of head injuries

The US government has dropped its claim that bicycle helmets reduce 85% of head injuries. The claim came from “research” conducted by helmet advocates in 1989. Many researchers have tried to replicate its results, but have been unable to do so. Amid severe criticism, the authors had to re-work their data, and arrived at a lower effectiveness rate.

This invalid claim is often quoted by people eager to push helmets. The US government had quoted the claim on its web site.

In 2013,  the US Department of Transportation agreed to delete the claim. This followed a petition lodged under the Federal Data Quality Act. The Data Quality Act requires information on federal web sites to be accurate and supported by appropriate research.

This was first reported by the Washington Area Bicyclsists Association. This followed its successful campaign against a bicycle helmet law in Maryland in early 2013.

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Canada: helmet laws have made little difference to head injuries

A recent Canadian study found that bicycle helmet laws had little effect on head injuries. The study analysed 14 years of data, comparing provinces with and without helmet laws. Unlike other studies in this field, it attempts to remove the effect of confounding factors by controlling for background trends and modelling head injuries as a proportion of all cycling injuries. It concludes:

the incremental contribution of provincial helmet legislation to reduce the number of hospital admissions for head injuries is uncertain to some extent, but seems to have been minimal.

This study has been reported here:

“(the study) analyzed the rate of cycling-related hospital admissions for head injuries across the country between 1994 and 2008 — an enormous research sample of more than 66,000 people…

What they found initially seemed to suggest that this legislation improved public safety…

But upon closer inspection, according to Dennis and company, this positive effect failed to stand. On the contrary, the researchers concluded that head injuries were decreasing across the country at a rate that wasn’t “appreciably altered” by the new helmet laws. Other rider health initiatives — namely, public safety campaigns and the introduction of better bike infrastructure — rendered the contribution of helmet laws “minimal” …

Mandatory helmet laws, meanwhile, may discourage riding to the point where public safety as a whole suffers from the relative decrease in physical exercise.”

The effect is consistent with an analysis of cycling fatalities in Canada, that concludes:

It is apparent that mass helmet use is not contributing to the reduction in cyclist fatalities, at least not in any measurable way. The results suggest that traffic authorities should refocus to put their efforts into other proven measures.

The study contradicts other studies that had claimed a benefit from helmet legislation in Canada. However, many of these studies have serious methodological flaws rendering their claims invalid. Often, such studies are done by helmet advocates keen to “prove” their beliefs, with a disturbing lack of scientific discipline.

This has led Ben Goldacre, an epidemiologist, to provide an insightful overview of the challenges of evaluating the effectiveness of helmet legislation:

Standing over all this methodological complexity is a layer of politics, culture, and psychology. Supporters of helmets often tell vivid stories about someone they knew, or heard of, who was apparently saved from severe head injury by a helmet. Risks and benefits may be exaggerated or discounted depending on the emotional response to the idea of a helmet. For others, this is an explicitly political matter, where an emphasis on helmets reflects a seductively individualistic approach to risk management (or even “victim blaming”) while the real gains lie elsewhere. It is certainly true that in many countries, such as Denmark and the Netherlands, cyclists have low injury rates, even though rates of cycling are high and almost no cyclists wear helmets. This seems to be achieved through interventions such as good infrastructure; stronger legislation to protect cyclists; and a culture of cycling as a popular, routine, non-sporty, non-risky behaviour.

Helmet laws are ineffective compared to other safety measures. As the safest cycling countries demonstrate, other measures are far more effective to reduce injuries. Helmet laws seem to contribute little to safety, while reducing cycling and taking the focus away from more effective measures.

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History of helmet law in the US

Opinion

Here are the reflections and impressions of a US resident who has observed the emergence of bicycle helmets in the United States over the last 40 years. While many of these observations cannot be confirmed without dedicated investigative journalism, they are informed by decades of attention to news articles, bicycling publications, bike organization policies, plus conversations and other interaction with helmet lobbyists.

Frank Krygowski is a retired professor of Engineering Technology, and a lifetime commuting, utility, recreational and touring cyclist.  He is active in cycling advocacy on the local, state and national levels.

 

Personally, I think U.S. helmet laws arise from a combination of factors. Here’s my completely undocumented impression of the history of bike helmets in the U.S.:

  1. First, we had a culture in which there is no history or tradition of bicycling. Until the 1970s people thought bikes were only for kids. Very few adults rode at all, and only an infinitesmal number rode for utility or for sport.
  2. Second, we had a big bike boom in the 1970s. Suddenly there was a huge upsurge in novice riders, most of whom knew very little about cycling, and (worse) did not realize there was anything to learn.
  3. Third, some very opportunistic companies – primarily Bell Sports – realized that there was a market among all these new, easily-misled bike riders for a high-profit special hat. (And seriously, people do have an immense psychological urge to wear special hats! Gardeners, sailors, cowboys, baseball fans, military personnel, fishermen and countless others revel in their own stylish and “useful” headgear.)

Bell began a campaign of misinformation, claiming that any bike rider could easily fall at any time, then suffer a truly debilitating brain injury; and that therefore, smart cyclists always wore helmets. There was never any consideration of whether this possibility was at all common, or worse than for other common activities. Bell backed this effort up with very slick and generous ads in low-profit-margin bike magazines, plus (I’m guessing) some back room politicking.

Soon bike magazines showed fewer and fewer photos of bareheaded riders, giving the impression that any “serious” (e.g. club or racing) cyclist always wore a helmet. About this time, “Always wear a helmet” became the first rule of bicycle safety.

This gave Bell some decent profits. But eventually (due to a change in management, I believe) things suddenly pushed further. Bell produced a helmet not for enthusiasts, but for kids, and increased the “danger! danger!” hype. And critically, Bell began donating heavily to Safe Kids Inc., with (doubtlessly) more back room politicking. This was the real genesis of mandatory helmet laws for kids. The national Safe Kids organization began working to convince local chapters, parents and lawmakers that riding bikes (and any other wheeled toy) was as dangerous as juggling chainsaws. “If only one child can be saved…” became a battle cry.

I think this is what caused the surge in statewide MHLs through the 1990s. Since then, things have cooled off quite a bit in the U.S. Most helmet laws are not really enforced, from what I observe. Safe Kids has – for whatever reason – made car seats their prime issue instead of bike helmets (although of course, they still call for bike helmet use). Now we seem to deal with only two factors:

  1. One factor is a cadre of do-gooders left over from the 1990s who have made helmet promotion one of their life’s guiding principles. Randy Swart is probably the prime example, but I suspect most American bike clubs have one or more local examples. These people will probably never admit that they wasted their time on a counterproductive effort. Data will mean nothing to them.
  2. Another factor is that the efforts of Bell, Safe Kids and the do-gooders have worked, in that a very large number of Americans really do believe that a simple bike ride imposes a huge risk of serious brain injury. Oddly, this impression seems greater in higher-income areas, where the little suburban princes and princesses must be guaranteed to rise to their highest creative and earning potential. I suspect, though, that this population can be swayed by data, logic and fashion. This is a group that might eventually be convinced that ordinary bicycling is not dangerous, and has benefits that greatly outweigh it’s tiny risks. Even without a special hat.
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