The Danes love their bikes, and the Danish capital of Copenhagen is the world’s most cycle-friendly city, according to the World Economic Forum. The city has over 675,000 bicycles and just 120,000 cars - meaning bikes outnumber cars by more than five-to-one - with almost one third (29%) of all journeys across Copenhagen made by bike.One problem, helmets have never become as popular as cycling itself - around 45 % of casualties in Copenhagen met their end on a bike and 50% of Danish adults still fail to put on a helmet when biking. To combat this, Danish Road Safety Council launched a campaign which pokes gentle fun at those who are too vain to wear a helmet, by recruiting a group that wore theirs with pride - the Vikings.
The Danes love their bikes, and the Danish capital of Copenhagen is the world’s most cycle-friendly city. One problem, helmets have never become as popular as cycling itself. To combat this, the Danish Road Safety Council launches a campaign which pokes gentle fun at those who are too vain to wear a helmet, by recruiting a group that wore theirs with pride - the Vikings.