As Brain Awareness Week gets underway, Endura has designed the world’s most graphic cycle helmets, using CAT scans of real patients’ brain injuries that suffered serious, life-threatening bicycle accidents.
Introducing the world’s most graphic cycling helmets
The one-of-a-kind range, entitled Project Heid, has been created alongside top consultant neurologists and in partnership with The Brain Charity, using CAT scan representations of four real-life brain injuries from cyclists. It comes as two thirds of Brits admitted they are concerned about sustaining a brain injury whilst cycling*, of which the long-lasting effects can often be hidden in plain sight.
Each Endura helmet has a different story to tell, including that of Ian Charlesworth, 62 who, in 2019 was struck by a HGV in Hull whilst cycling without a helmet, and John Moroney, who was hit by a 4×4 in Bristol, during the same year, whilst cycling without head protection.
Both came close to losing their lives, suffering skull fractures, brain injuries and neurological abnormalities such as haemorrhage and confusion as a result. This has led to extensive rehabilitation programmes and ongoing cognitive impairment struggles including memory loss, fatigue, and vertigo. The one-of-a-kind helmets are intentionally provocative, quite literally showing the potential consequences if you choose to ride unprotected.
Ian bravely discusses his experience in Project Heid’s short film. The video includes comments from Dr Nick Silver, trustee of The Brain Charity, on the injuries that are portrayed and features Ian’s wife Joy, who speaks emotionally on how her husband’s injury has turned their lives upside down. This is particularly poignant, as research has shown that 80% of Brits feel they have a responsibility to encourage their friends and family to be protected*. Now, both men are on a mission to ensure this doesn’t happen to others by urging people to put on a helmet and to carefully consider the type of helmet they wear.
New protective helmet technology
The initiative comes following Endura’s recent launch of its latest helmet technology which saw it become one of the first to combine Koroyd technology, which absorbs energy on impact, with Mips, a brain protection system which helps reduce harmful force transition. The importance of latest protective technologies is supported by research**, that says the risk of traumatic brain injury upon peak accident impact is reduced by up to 60% when wearing a helmet that includes energy-absorbing technologies (such as Mips).
Championing safer cycling
Speaking on the launch, Noah Bernard, Brand Director from Endura, comments: “We understand the importance of ensuring that more people on Britain’s roads and trails are wearing helmets, and we want to encourage the entire cycling community to do so. Ian and John’s accounts are eye-opening reminders of the risks too many cyclists continue to take, and we thank them for bravely helping us to raise awareness with their incredible stories.”
Scotland’s leading cyclewear brand is utilising its position to raise awareness of road safety for the growing UK cycling community. In addition, Endura’s initiative looks to transcend into the non-cyclist community as well, considering the role of friends and family when it comes to encouraging people to wear a helmet.
Project Heid coincides with Brain Awareness Week, a global event that takes place throughout March. Once the project has been completed, the helmets will be auctioned to raise money for The Brain Charity to continue its incredible work.
The wider partnership with The Brain Charity includes Endura’s headline sponsorship of the Head Matters event on Wednesday 15th March 2023 in Liverpool. The helmets can be viewed in a display at St Enoch shopping centre in Glasgow on Friday 17th March 2023.
*OnePoll 2023: Survey from Endura taken of 2000 regular cyclists in the UK
**A New Assessment of Bicycle Helmets: The Brain Injury Mitigation Effects of New Technologies in Oblique Impacts