PSAs: Public Service Announcement Campaigns

Vikings Teach Danish Cyclists Why They Should Wear Helmets in This PSA

The safety campaign has been created to counter the country's cyclist death toll

A Danish viking — The Danish Road Safety Council campaign wants cyclists to wear helmets.&co

By Stephen Lepitak

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The Danes love their bikes, with the World Economic Forum claiming the city of Copenhagen to be the world’s most cycle-friendly city in the world in 2018. Helmet wearing has never been a popular element of the activity, leading to many cycling fatalities each year in the country.

To counter this problem, the Danish Road Safety Council has begun a campaign referencing the country’s ancestry, the helmet-wearing Vikings.

Created by Danish creative agency &Co, the spot takes place in a Viking village in the year 893, featuring a raiding party that plans to pillage England.

Stephen Lepitak

Stephen is Adweek's Europe bureau chief based in Glasgow.

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