Banking group survey highlights vanity as the main reason riders choose not to wear a lid.
Barclays has teamed with Velorution to offer half price helmets on the back of research that reveals 'vanity' to be the number one excuse for not wearing protection.
While helmets are not designed to protect in the event of collision with a motor vehicle, the banking giant is taking up the road safety cause having noted that the majority riding in the city where it sponsors the Cycle Hire scheme do not wear lids.
In a survey conducted by ICM/Barclays, alongside a random sample of 500 adults living in London, 53 per cent said they were reluctant to wear a helmet, with 47 per cent citing helmet hair as their main objection. 45 per cent also said they'd be unwilling to carry one around. Just 21 per cent primarily cited cost of purchase as their main barrier to riding with a helmet. Barclays has told BikeBiz that the majority surveyed "were current cyclists".
David Wheldon, managing director of brand, reputation and citizenship at Barclays commented: “As the sponsor of Barclays Cycle Hire and Barclays Cycle Superhighways in London, we want to help Londoners be as safe as possible whilst cycling. While some reasons for not wearing a helmet might be inconvenience, we don’t want the cost of a helmet to be a barrier stopping cyclists from using one, therefore our partnership with Velorution we hope will encourage cyclists to consider purchasing a suitable helmet.”
Christine Bleakley, Barclays cycling ambassador and passionate cyclist said: “I wouldn’t feel comfortable cycling without a helmet and hope the offer will encourage more London cyclists to consider wearing a helmet when on the capital’s roads.”
To redeem the Barclays 50 per cent discount helmet offer, visit www.velorution.biz, or in store at Velorution, 88 Great Portland Street, London, W1W 7NS between 15 October 2012 and 15 December 2012.
Velorution was recently acquired by Bike Republic.Article continues below
Barclays sponsorship of the Cycle Superhighways is worth up to £50m and runs until 2018.