This paper briefly describes a Swedish helmet sponsoring project. This project was carried out jointly by the Jämtland Telecom and by the Jämtland County Council. During the 1989-1991 period, 5,000 bicycle helmets were given away to all children who started the first school class (normally at the age of 7). The goal was to create a positive attitude towards helmet use. The project also aims to reduce head injuries to children caused by bicycle accidents. An evaluation study was performed among children and their parents in the year 1992. 134 children in first and second school class were interviewed. Their parents got survey sent to their home. 122 parents answered the survey questions. A great majority of the respondents considered helmet sponsoring an excellent initiative. None of the respondents found the project a bad idea. Only a small number of the respondents had no opinion. Important conclusions are: (i) Telecom considers that the initiative has contributed significantly to its goodwill and public relations; (ii) The costs of the project have not been exceedingly high in comparison with other sponsored activities; and (iii) the helmet investment has produced an increased helmet use among the younger children.
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