Problem
There are 450,000 e-scooters in NSW
but 85% of riders don’t wear helmets.

Insight
Riders don’t wear helmets because nobody wants helmet hair.

Solution
We encouraged riders to own their helmet
hair by normalising it in everyday situations.

Using a series of candid portraits, we turned helmet hair on its head. Because nothing looks better than staying alive.

Freebie Mockups