This paper describes among other things: (1) the role of safety requirements and testing procedures in the bicycle helmet development in Sweden; (2) the effectiveness of helmet promoting information campaigns in this country; and (3) the necessity to improve the traffic safety of Swedish cyclists by promoting more helmet wearing. An important conclusion is that the key factor of success in promoting helmets is long-term commitment to campaigning involving as many actors as possible. It is recommended that sport stars as trendsetters and opinion leaders are used in promoting the helmet wearing message. Before any success may be expected, it is important to ensure that the available helmets are comfortable and affordable. They should meet high safety standards, and have appropriate release systems.
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