Don't be scared of Helmet Hair
TRYG INSURANCE & TRYGG TRAFFIC
Tryg Insurance and Trygg Traffic conducted a nationwide survey in Norway on the use of bike helmets.
3 of 10 respondents answered that they do not wear a helmet because it “ruins the hair”.
In response to the shocking answers from the survey, we created a video to promote the use of helmets targeting Millennials and Gen X.
The campaign prompted dialogue and awareness around the issue of helmet usage among diverse age groups. It also contributed to behavioural change. A new survey was conducted six months after the campaign to gauge its impact. The results showcased a positive shift in behaviour. Respondents indicated a greater willingness to prioritize safety, with more individuals now wearing helmets while cycling.
Note: We want to ensure complete transparency about our creative approach in the campaign video. The individual portraying the disabled woman is not disabled in real life; they are an actor delivering a message. Our intent is solely to convey an impactful message about bike helmet safety. We acknowledge the topic's sensitive nature and assure everyone that our aim is to raise awareness while being respectful and considerate of all viewpoints.