Endura highlights helmets for Brain Awareness Week

Scottish cycling brand Endura has created graphic helmet designs featuring real-life CAT scans from cyclists who have suffered traumatic brain injuries

Georgie Moreton

Deputy Editor, BITE Creativebrief


This week marks Brain Awareness Week and Scottish cycling brand, Endura has launched a campaign promoting the use of helmets for brain health.

Field research shows that almost half (45%) of British cyclists admit to not wearing a helmet, despite evidence that wearing one significantly reduces brain injury risk. To bring to life the importance of wearing a helmet for safety and for health Endura has designed graphic cycle helmets using CAT scans of real patients’ brain injuries that suffered serious, life-threatening bicycle accidents.

The unique range titled, Project Heid, has been created alongside top Consultant Neurologists in Liverpool in partnership with The Brain Charity. The project has been created following insight that two-thirds of Brits admitted they are concerned about sustaining a brain injury whilst cycling, of which the long-lasting effects can often be hidden in plain sight. 

Each graphic helmet tells a very real, harrowing story. This including that of Ian Charlesworth, aged62 who, in 2019 was struck by a HGV in Hull whilst cycling without a helmet, and John Moroney, who was hit by a 4x4 in Bristol, during the same year, whilst cycling without head protection. Both cyclists came close to losing their lives, suffering skull fractures, brain injuries and neurological abnormalities such as haemorrhage and contusion as a result. This has led to extensive rehabilitation programs and ongoing cognitive impairment struggles which include memory loss, fatigue, and vertigo. 

The one-of-a-kind helmets are intentionally provocative, to show the potential consequences of riding unprotected. 

In a campaign video Charlesworth bravely shares his experiences. The film includes comments from Dr Nick Silver, trustee of The Brain Charity on the injuries that are portrayed, and also features Ian’s wife Joy who shares the emotional and day to day impact of her husband’s injury. Both men are on a mission to ensure others don’t suffer the same fate by urging people to wear a helmet and consider the type of helmet they wear.

“Prior to my accident, it wasn’t on my radar to wear a helmet.” he explains, adding: “You never think a serious incident will happen to you, but I’m living proof that it can, and having gone through what I have, I’m desperate for people to wear a helmet to stay safe. The level of detail of my brain scans on the design left a real impression on me that I hope will resonate with others.”

Endura has also recently launched helmet technology that combines Koroyd technology, which absorbs energy on impact, with Mips, a brain protection system which helps reduce harmful force transition. Where research has found traumatic brain injury upon peak accident impact is reduced by up to 60% when wearing a helmet that includes energy-absorbing technologies such as Mips, selecting the right helmet with the latest protective technologies can be life-saving. 

“We call our head our nut and think of it as a hard object, but our brain is extremely vulnerable.” added Nanette Mellor, CEO of The Brain Charity, “Our skull has been likened to a tough ceramic, which can shatter upon impact, while the brain inside is like a firm blancmange. Just how fragile our brain is shows how important the need for protection is. Our brain is the most complex structure in the universe, and the most important part of who we are.”

She continued: “It runs our whole world, moves our body, makes our decisions, and tells us when to smile and what we can smell. It houses our most precious memories, hidden dreams and the thousands of subtle differences that make us who we are. The impact of damage to the brain can be catastrophic, and that’s why we are proud to partner with Endura to draw awareness to the importance of wearing a helmet when cycling to protect your brain.” 

Once the project has been completed, the helmets will be auctioned to raise money for The Brain Charity. Endura will also be headline sponsor of the charity’s Head Matters event, taking place on Wednesday 15th March 2023 in Liverpool. The helmets will be displayed at St Enoch shopping centre in Glasgow on Friday 17th March 2023, where audiences will be able to see the designs in person.

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