Abstract
Though bicycle head trauma is a signifant cause of mortality and morbidity, much of which can be mitigated by wearing protective helmets. In 1986, few schoolchildren in the area of Seattle, Wash, were observed to wear helmets. The authors describe the mechanics of a multifaceted campaign undertaken to alter this situation, involving a coalition of health, bicycle, and helmet industry organizations. The major objectives were (1) to convince parents that riding bicycles without helmets is hazardous, (2) to lower the price of helmets to more affordable levels, and (3) to overcome the reluctance of children to wear helmets.