Use Your Head

The talk of the town during Paris-Roubaix

From the world’s best cyclists to young children on their first bikes, everyone shares the joy of cycling. Crashes aren’t the first thing that comes to mind during a ride, but accidents are all too common. While we can’t prevent them, we could spotlight the importance of wearing a helmet on behalf of Lazer. After all, wearing a helmet can reduce head injuries by 88% globally. Despite this, helmet use is still far from universal.

That’s where Lazer and Team Jumbo-Visma (now Team Visma | Lease a bike) joined forces to raise awareness about the importance of helmet use during one of the most famous and dangerous cycling races: Paris-Roubaix.

To create impact, we needed to first understand the crucial role helmets play in preventing injuries. Collaborating with neurologists from Maastricht University Medical Center, we gathered insights that helped us design a striking helmet that would become the talk of the town during Paris-Roubaix.

The design was unveiled in the days leading up to the race. A video highlighting the importance of helmet use was supported by a campaign page featuring stories from riders, neurologists, and accident survivors. The campaign gained immediate attention, even before the race began. During the event, the helmet stood out in the peloton, sparking live commentary from broadcasters and conversations on social media.

After the race, the helmets were auctioned to support the HersenStrijd Fund, raising money for further research into brain trauma. The campaign reached nearly 9 million people through TV, radio and online media, generating media value worth €439,449.

The awareness goals were not only exceeded but, more importantly, the campaign got people thinking and talking about the critical importance of wearing a helmet. Use your head.