The Bicycle Helmet Initiative Trust and WD-40 launch national initiative to promote bike safety to youngsters

A new initiative designed to reduce the number of child cyclists being killed on Britain’s roads has just been launched.

The Bicycle Helmet Initiative Trust, a national charity which provides educational programmes about safer cycling practices, has joined forces with WD-40 Multi-Use Product to launch a competition. The campaign will allow children to design their very own Lazer bicycle helmet, which will be manufactured and given to disadvantaged youngsters across the UK.

The project was launched after shocking figures revealed a child cyclist is three times more likely to be killed in an accident on Britain’s roads than an adult cyclist, according to research by the charity.*

It is hoped the joint initiative will help in the effort to reduce the number of youngsters killed in cycling accidents, by teaching them the importance of bicycle safety.

The project is designed to encourage youngsters to wear helmets and teach them that keeping bicycles roadworthy and well maintained is vitally important to keep safe.

With a child cyclist three times more likely to be killed in an accident on Britain’s roads than an adult cyclist, the Bicycle Helmet Initiative Trust believes this campaign can help increase the number of youngsters wearing a helmet while out cycling.

Angela Lee, chief executive and founder of The Bicycle Helmet Initiative Trust, said: “Wearing a helmet has been shown to reduce head injuries by up to 88 per cent, but only a meagre 17 per cent of children wear one.

“We’re delighted to be working with WD-40 to launch this important initiative, which will not only be a lot of fun for the kids, but the winning helmet design could also help to save lives.

“We know that image and peer pressure is one of the big factors that deters a lot of young cyclists from wearing a helmet and believe this project will provide an insight in to what young people themselves find appealing.”

Amy Long, from WD-40, said: “Wearing a helmet and maintaining your bike are absolutely essential to ensure you are as safe as possible when out cycling. We’re focused on helping the Bicycle Helmet Initiative Trust encourage more youngsters to wear a helmet when riding a bike and hope this competition strikes a chord with children.

“WD-40 Multi-Use Product is ideal to use for protecting and maintaining your bike and we hope this competition will encourage youngsters to be more safety aware, and look after their bikes properly.”

The charity is urging creative children to draw a design which will be used on a new bike helmet, manufactured by Lazer, and distributed to disadvantaged youngsters who are unable to get access to their own helmet.

The winning designer will also have the award-winning Animal WD-40 Sports Action Tour perform at their school – a fantastic stunt show that has to be seen to be believed.

The competition is open to all primary schools across the UK, to register your interest visit

*Figures from the Bicycle Helmet Initiative Trust