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To encourage bike-loving Danish people to up their bike helmet game, Danish Road Safety Council leaned on those who wearing their helmet with pride: the Vikings. The campaign poked gentle fun at those too vain to wear a helmet, by hanging all of their poor excuses out to dry. The campaign prompted 86% of audiences to reflect on the way they prioritised vanity over safety, and one in five talked to others about the campaign. One third of people who weren't using helmets to consider purchasing one, and 4% of those people had already done so.