This paper begins by presenting the "promotion and campaigning" Working Group members. These members are: Sweden, the Netherlands, Denmark, France, United Kingdom, Finland, Austria, and Belgium. The Working Group members were invited to answer the following questions: (1) Who buys helmets; (2) Why do they buy helmets; (3) Who does not buy helmets; and (4) why do these people not buy helmets? Some of the ways in which countries that are actively promoting helmets are briefly described. The following countries are mentioned: Sweden, Austria, United Kingdom, and Denmark. The Working Group decided that there are several key factors that successful promotion campaigns should address. Helmet initiatives must, for instance: (i) have access to accurate accident data; (ii) identify which groups are to be targeted by the promotion campaign; (iii) provide both information and advice as locally as possible; (iv) be persistent; (v) use the media as much as possible; and (vi) must try to create a positive, fashionable image of using helmets, especially among teenagers. It appears that most helmet promotion initiatives concentrate on children. However, initiatives should also be developed for adults.
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