The Road & Traffic Authority has launched a radio campaign to encourage cyclists in New South Wales to wear helmets.
The ad makes the point that helmets are used “for all kinds of cool stuff” such as brake dancing, skate boarding, motorcycling and cricket – so cyclists should wear them too.
The campaign was created by Loud, which won the assignment after a competitive pitch.
“Loud’s insights and their ability to communicate a serious message in a creative way is something that stood out for the RTA. Loud has been able to adapt to our needs in a remarkable way and they have been very easy to work with,” an RTA spokesperson said.