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‘Wear a cycle helmet and protect your brain’

New range of helmets depicting brain scans after collisions gives graphic reminder of potential dangers



The importance of wearing cycle helmets has again been highlighted by brain injury experts and survivors alike, after new research revealed almost half of cyclists do not wear one when they ride. 

While 55 per cent of cyclists do wear a helmet, 45 per cent do not, new statistics show. 

The concern of sustaining a brain injury is much more prevalent among the younger generation, with 70 per cent admitting this worries them when cycling, compared to only 40 per cent of over 65s. 

And to help remind cyclists of the potential risks, a range of cycling helmets has been created depicting CAT scans of real patients’ brain injuries sustained in cycling accidents. 

The one-of-a-kind range, entitled Project Heid and launched to mark Brain Awareness Week, has been created by cyclewear manufacturer Endura alongside consultant neurologists in Liverpool and The Brain Charity. 

The range is hailed as the world’s most graphic cycling helmets, with the intention of provoking conversation and debate around the topic of safety in cycling, and wearing protective headwear and the potential consequences of not doing so. 

Ian Charlesworth, 62, features in the campaign, who was struck by an HGV in Hull in 2019, while not wearing a helmet. 

“Prior to my accident, it wasn’t on my radar to wear a helmet,” he admits.

“You never think a serious incident will happen to you, but I’m living proof that it can, and having gone through what I have, I’m desperate for people to wear a helmet to stay safe. 

“The level of detail of my brain scans on the design left a real impression on me that I hope will resonate with others. It feels really good to be involved in such an important initiative.”

Nanette Mellor, CEO of The Brain Charity, stressed the importance of understanding the risks to the head and brain while cycling.

“We call our head our nut and think of it as a hard object, but our brain is extremely vulnerable,” she says. 

“Our skull has been likened to a tough ceramic, which can shatter upon impact, while the brain inside is like a firm blancmange. Just how fragile our brain is shows how important the need for protection is. Our brain is the most complex structure in the universe, and the most important part of who we are.

“It runs our whole world, moves our body, makes our decisions, and tells us when to smile and what we can smell. It houses our most precious memories, hidden dreams and the thousands of subtle differences that make us who we are.

“The impact of damage to the brain can be catastrophic, and that’s why we are proud to partner with Endura to draw awareness to the importance of wearing a helmet when cycling to protect your brain.”

The initiative comes following Endura’s recent launch of its latest helmet technology which saw it become one of the first to combine Koroyd technology, which absorbs energy on impact, with Mips, a brain protection system which helps reduce harmful force transition. 

The importance of latest protective technologies is supported by research which shows the risk of traumatic brain injury upon peak accident impact is reduced by up to 60 per cent when wearing a helmet that includes energy-absorbing technologies.

Noah Bernard, brand director from Endura, says: “We understand the importance of ensuring that more people on Britain’s roads and trails are wearing helmets, and we want to encourage the entire cycling community to do so.”

Once Project Heid has been completed, the helmets will be auctioned to raise money for The Brain Charity.