Last month for Brain Awareness Week, Scottish helmet, clothing, and protection brand Endura launched its 'Project Heid' campaign and created four unique, one-of-a-kind helmets. The four designs all feature real-life CAT scans from patients that have suffered life-threatening brain injuries in bike accidents.
I recently saw the helmets close up, and it's a thought-provoking and moving experience to read the stories of the cyclists that bravely got on board with the campaign, like Ian and John who were both struck by vehicles whilst cycling without helmets. The two riders came close to losing their lives, suffering skull fractures, brain injuries, and neurological abnormalities such as hemorrhage and contusion as a result.
Endura already has some of the best mountain bike helmets on the market and has recently launched a new range of MIPS helmets into the US market, so they are well placed to highlight the potential consequences of riding a bike without a helmet.
The campaign was created alongside top consultant neurologists in Liverpool and in partnership with The Brain Charity with the aim increase public awareness and support for brain science. The intentionally provocative helmets had been on display in Glasgows St. Enoch Shopping Center, then at Endura HQ in Livingston, and will now be raffled off with all proceeds going to The Brain Charity.